The campaign was launched exclusively on YouTube, where no content branding regulations apply.

To spread the video, we opted out of purchased media and bet everything on earned media. The video was launched only on YouTube. To get a snowball effect, we used the scant media budget of €5,800 to engage bloggers to write about and spread the film. We used the hashtag #CreativeDay to keep the communication linked over different social media.

The film was posted on YouTube on 7 June 2013. The event Creative Days went live on June 12th, and can still be seen streamed on demand.

Results

– YouTube views: 20,954,424

– 1# on Ad Age’s Viral Video Chart.

– Story picked up by influential news media such as CNN, Discovery and Mashable.

– Total reach: 180 million people.

– Total PR-value: €12 million.

– 73,538 unique visitors to online event Creative Days (613% over target).

– A study done after the event showed that people who had visited the event were 87% more likely to join the Adobe Creative Cloud, compared to non-visitors.