Turning features into reasons to create at Adobe.

IN-APP COPY
EMAIL COPY
WEB COPY
SITUATION

Adobe introduced its Gen AI software, Adobe Firefly, and needed to drive engagement and adoption.

CHALLENGE

Users were skeptical of Adobe’s AI capabilities and unsure what to use them for.

INSIGHT

Uses cases can be the inspiration for creativity.

STRATEGY

Turn product updates into creative opportunities, using timely, inspiring prompts to motivate exploration and hands-on experimentation.

RESULTS

  • Increased engagement with in-app events and feature discovery experiences

  • Encouraged experimentation with new and AI-powered features

  • Transformed product updates into motivating, user-centered narratives

  • Drove continued usage and deeper product adoption across Creative Cloud

Adobe Firefly in-app events

To promote engagement with Adobe Firefly and drive awareness of its creative capabilities, I supported a series of creative challenges that appear within the App Store.

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Customer engagement email series

A series of emails to drive engagement with Adobe Firefly across different use cases.

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What’s new spotlights

Adobe’s monthly series sharing feature updates and new capabilities to drive awareness and engagement.

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