#ProudOfUs

Campaign

STRATEGY AND EXECUTION

Every brand and their mother runs a Pride Month campaign. How can Photoshop Express, a mobile editing app for Gen Z content creators, uplift the wide range of voices and emotions of the LGBTQ+ community during this time instead of speaking for them or making it about the brand? Enter ‘Proud Of Us’ – a series where five creators shared their journey and the things they’re proud of. Instead of sharing standalone photos (like many videos within this social trend of sharing one’s Pride journey), they created photo collages in Photoshop Express to further their storytelling. Each creator was given the creative freedom to share their journey in a way that was most authentic to them. This led to a range of executions.

Results: Our community loved that we tapped into the full spectrum of emotions to celebrate Pride. The campaign garnered over 2.7M views, 72.9K interactions, and an ER of 2.63% which was 57% above the Instagram Platform Benchmark of 1.67%.

Impact: The campaign positioned Photoshop Express as a brand that understands the importance of sharing authentic stories in an un-cringe way, all while showcasing their photo editing tools as a means to tell a captivating journey beyond representation.

Conclusion: ‘Proud Of Us’ isn’t just a campaign, it’s an unapologetic celebration of LGBTQ+ voices. Our commitment to storytelling, fearless exploration of emotions, and creative use of Photoshop Express set a new benchmark for LGBTQ+ social content. Positive sentiment, high engagement, and audience resonance!