The good news for Adobe is that Premiere Pro has become an industry standard for video editing. The bad news is the app is intimidating to learn and we lose most new users within days of a trial period. Enter our Creator Series, an ongoing series of full-funnel campaigns designed to inspire new and current users to get back in there and make stuff.
Each campaign highlights a video content creator pursuing varied interests from makeup to travel to documentary to food.
They share their passion for storytelling — and give audiences a behind-the-scenes look at how they’re using Adobe Premiere Pro to bring their stories to life. Our most-recent installment featured NYC-based filmmaker Fanny Texier.
From one shoot, we create a multitude of full-funnel content for marketing channels that include paid social, email, and display. Those ads land users on media-rich web surfaces built to convert prospects and engage current users.
New in Premiere Pro for the Fanny Texier campaign was text-based editing, a monumental breakthrough for editors of spoken word content like documentary filmmakers, podcasters, and journalists.
Some of our ads and in-app tutorial content focussed on Text-Based Editing.
Media-rich landing pages feature Start free trial buttons for prospects which turn to Open-in-app buttons for current users and trialists.
These feature deep links that launch Premiere Pro, load the Learn panel, and load the specific tutorial from our creator that was of interest to the customer.
Always looking for more insight about what resonates with customers, we run variants focus on other features or editing topics.
Eight campaigns in the can–intentionally diversified to capture diverse audiences.
