The longer version: Adobe asked us to help build community engagement around their Illustrator program. As part of our strategy work, we uncovered the insight that there is a magical moment that happens for every artist when they start to create something with great tools. This led us to the idea of a #DesignDelights campaign which would celebrate all the magic the Illustrator platform unlocks for designers. 

And then COVID struck, and a campaign built around “delight” didn’t feel like it was appropriate. So we quickly pivoted to the idea that even in the darkest of times, the act of creating brings joy. We made the #KeepOnCreating campaign to highlight the spark of creativity that happens when talented designers come together with the perfect tools to make something amazing—and how this can still happen even when everything around us might be dark and heavy.

We developed a number of tactics for the campaign, from fun gif animations inspiring people to use their favorite tools, to a crowdsourced design challenge, to bite-size documentaries about creatives—each piece of content was created to both delight and inspire. 

All together, the campaign brought real joy and inspiration to followers at a time when they needed it the most. We worked with 8 influencers who shared the content to their channels as well as creating content for owned channels. Posts received an average engagement rate of 5.43% and an off-channel impression estimate of 48.4K total and a reach of 44.3k. But the biggest win was inspiring an uncountable number of designers were to #KeepOnCreating.