ADOBE PHOTOSHOP EXPRESS
ACD/Copywriter: Madeleine Glenski
Art Directors: Stef Drinkwater, Jenna Koyama, Jenny Ching, & Itzel Quintana
Creative Directors: Lyla Morrison & Dalit Saad
Agency: kvell
Date: 2022-2024
Always-on instagram account
From 2022 to 2024, I led the creative team that concepted and created all of the content for Photoshop Express’ Instagram page. We tapped into trends and cultural moments to connect with their Gen Z audience in an authentic way that garnished amazing results.
2023 Results:
80% follower growth in just one year
31M accounts reached globally across 66 boosted posts
Average interaction rate of 2.6%
6 million more app downloads in 2023 than the previous year
2023 Award:
Shorty Awards – Finalist in “Short Form Video”
2024 Awards:
NYX Awards – Grand Winner in “Content Marketing – Social Media Content – Instagram”
NYX Awards – Grand Winner in “Content Marketing – Agency/Client Partnership”
“PROUD OF US” INSTAGRAM CAMPAIGN
In 2023, we were tasked with sharing the stories and voices of the LGBTQIA+ community during Pride Month, transcending the typical brand-centric approach in order to drive meaningful engagements and increase brand love. We partnered with five creators who shared their journeys and the things they’ve been most proud of along the way via photo collages made in Photoshop Express. Each creator took a different approach, as they were given the creative freedom to storytell in their own authentic way – uplifting, heartfelt, and even funny.
2023 Results:
2.7M views
72.9K interactions
2.63% engagement rate (57% above the Instagram platform benchmark of 1.67%)
2024 Awards:
NYX Awards – Grand Winner in “Social Media – Social Engagement”
NYX Awards – Grand Winner in “Social Media – Social Public Service & Activism”
Shorty Awards – Gold Honor in “LGBTQ Community Engagement”
Shorty Awards – Finalist in “Storytelling”
“STORY BEHIND THE EDIT” INFLUENCER CAMPAIGN
In 2022, we were tasked with creating an influencer campaign on TikTok and Instagram that featured Photoshop Express tutorials in a social-friendly way that resonated with the Gen Z audience and encouraged app downloads. At that time, influencers were embracing a trend of telling the true story behind their Instagram photos. We partnered with a handful of influencers to expose the messy backstories behind their perfectly curated feed with their number one secret to success being Photoshop Express.
2022 Results:
1.4 million total reach
45% average engagement rate (2,153% above the standard set by Instagram and TikTok with their average engagement rates of just 2% and 7% respectively)
400+ app downloads
Adobe Express
ACD/Copywriter: Madeleine Glenski
Art Director: Stef Drinkwater
Creative Director: Dalit Saad
Agency: kvell
Date: 2023
“Express Drop” INFLUENCER CAMPAIGN
In 2023, we were tasked with creating an influencer campaign on TikTok and Instagram that showed how Adobe Express helps people create quickly and easily without being a professional. We partnered with crowd-favorite influencers who took their passion projects that were stuck in their drafts and unexpectedly dropped them thanks to Adobe Express, encouraging their audience to do the same.
2023 Results:
16.8 million hashtag views on TikTok
17.1 million impressions
462K engagements