Adobe Premiere Rush launch

Challenge: Many professional editors trust Adobe Premiere Pro for editing films, commercials, and other video projects, but most consumers don’t have the money, time or expertise for that level of editing. We had to help Adobe launch Premiere Rush as a low-cost alternative for creating and editing on the go.

Insight and Idea: Creators and consumers want easier ways to quickly connect to their audience with high-quality content. To launch Premiere Rush, we developed an integrated GTM campaign and partnered with four creators to showcase the product in action and demonstrate how easy it is to quickly create amazing content. Media included OLV, social and digital.

Innovation: We partnered with YouTube to execute a first of its kind digital video buy that blurred the lines between advertising and content. We purchased :15 skippable pre-roll ads that ran before our four creators’ videos, with a seamless transition from ad to content.

Results: The creative was so well received that our view through rate was 5x higher than the average YouTube :15 skippable ad. More importantly we exceeded download and engagement projections by 2x and 1.5x respectively.