The longer version: We were challenged by Adobe to build more emotional connections and increase their Gen Z following across social channels, but there were several barriers: the speed of internet culture, the slowness of a company Adobe’s size, the ability for Gen Z to sniff out marketing from a mile away. Our solution was to build a nimble Newsroom team-of-teams collaborating digitally to rapidly generate ideas and turn them into content at a moment’s notice. 

The structure allowed us to be nimble in producing content and able to cast a wide net to uncover the most engaging trends. Maximum creativity in a minimum amount of time. We split focus between creating short-term responses (a week or less) and in-the-moment responses (day-of), all supplemented by Adobe’s existing long-term and series-based content. Working this way allowed us to jump on trends as they appeared while still keeping production flowing on content that required more planning. 

The team-of-teams included a Gen Z brain trust that worked hand-in-hand with strategy, account, creative oversight, and a client team. By creating a transparent way of working we were able to get lots of content in front of Adobe and out to the world in a very short timeframe. And because the content was crafted by the community, for the community, the authenticity was felt and the audience responded with follows, likes, and comments.