THE CHALLENGE

Adobe is well known worldwide for its creative apps and for supporting consumers in unleashing their creative potential around the world. But what about the media? To further foment relationships with local media, Dialogue proposed a way to connect with them in a fun and informative way.

THE WORK

Dialogue developed a training program for Adobe to reach the creative, design and social media teams from the main publishers and media outlets, positioning Adobe as a trusted brand that brings learning opportunities to the media. To mix things up, Dialogue proposed a partnership with @Vampipe (193K followers on Twitter), one of the most recognized influencers on Twitter as a meme creator, to hold a workshop and teach attendees how to create incredible, fun, and engaging memes with Photoshop, from developing the concept to bringing memes to life. The invitation was sent to the editors of top tier media in Mexico inviting them to participate in the unique training session with one of the best in the industry. Vampipe also posted about the workshop on Twitter giving a few of his followers a chance to join in.

THE RESULTS

The fun and dynamic workshop was attended by 25 media outlets (including top media such as Reforma, El Universal, Expansión, Parenthesis, Sopitas, etc.), who used the latest iMac and MacBook Pro computers to run Photoshop, which allowed them to have a great time while learning about Adobe software’s most useful features and techniques often used by Vampipe. While this activity’s objective was to strengthen media relations, it also achieved media results both in terms of Social PR and editorial. The workshop was a hit, and plans are in the works to replicate in other LATAM countries.