Photoshop Express, Adobe’s photo-editing mobile app, challenged us with creating an influencer campaign on TikTok and Instagram to increase awareness and reach in an organic way that resonated with their Gen Z audience.

‘The Story Behind The Edit’ campaign was all about brave creators peeling back the layers of their seemingly flawless photos to reveal the truth, the edits, and the moments that made them human – creating a genuine and authentic connection to the audience.

By delving into the depths of Gen Z culture, we identified a TikTok trend where creators were exposing the truth behind their perfectly curated Instagram feeds. By tapping into a trend that our audience was already deeply involved in, we were able to craft a campaign that would change the game forever.

As a photo-editing app, Photoshop Express faced a daunting challenge to connect with a generation that doesn’t condone heavily editing or distorting images. However, we rose to the challenge with unwavering determination. Our strategy for the 'Story Behind The Edit' campaign was to align with the generation’s values of transparency and tap into a social photo editing trend to resonate deeply with them.

We partnered with five fearless Gen Z influencers who used the green screen feature to share their vulnerabilities, open up about their insecurities, and even make us laugh – all while showcasing the power of Photoshop Express in a way that was genuine and relatable. This campaign was not only a success for photo editing, but a triumph for authenticity and transparency – exactly what our audience needed.

‘The Story Behind The Edit’ campaign captivated 1.4 million people and drove an unprecedented 45% average engagement rate (soaring 2,153% above the standard set by Instagram and TikTok with their average engagement rates of just 2% and 7% respectively).