Leveraged sponsorship in an integrated campaign including traditional media, TV, social media, KOLs and more



  • Inform and excite press about the revolutionary nature of key CS6 features.
  • Position CS6 as a major transformation for Adobe in the creative industry.
  • Educate media, influencers and early adopters on the value of CS6 and the need for frequent innovation updates.
  • Generate awareness, excitement and demand for CS6 among Creative Pros.



  • Leverage G&D Game Tour, invite global executive and evangelist to speak on the event and join interview.
  • Develop press release with local insight based on global press release.
  • Leverage celebrity influencer to generate greater media exposure and TV coverage.
  • Leverage social grassroots influencers to make impact among creative pros with users online.
  • Initiate Early Experience workshop for media review before the launch.



  • 708 clippings were collected including 560 unique news reports, 89 reviews, 59 education content.
  • There were more than 120 pieces of Weibo generated with the hash tag of #CS6 launch# during the press conference.