Vamp influencer content has been used far and wide, in digital ads, on brand’s websites, even on the sides of taxis.
Now there’s another to add to the list, as creator assets have been featured in the world’s first user-generated lyric video.
Adobe and Universal Music used Vamp to connect with ten influencers in APAC. The Presets had teamed up with Adobe to create their latest video. Through the ‘Lyrical Masters challenge’ their goal was to engage creatives to design artwork from 100 lyrics from their track ‘Tools Down’ using Adobe Creative Cloud software.
The brief for Vamp influencers was simple, create an original design, based on a lyric from the song and encourage their followers to do the same.
Through an Instagram post and an Instagram Story, the creators shared their artwork and drove their followers to enter the challenge. Hundreds of their followers responded, hoping to have their work featured in the video, tagging entires with #adobelyricalmasters.
The influencers succeeded in briefing their followers clearly. The artwork uploaded was consistent in style and of a high standard, proving the power of influencers to generate amazing assets at scale.
As well as delivering a lot of quality content, the campaign achieved strong results for reach and engagement. Over 48,000 people saw the posts and the average engagement rate was 16.7%, that’s 293% above benchmark. This positive result helped build anticipation around the track’s release and brand awareness for Adobe.
Instagram Stories were also positively received. They had a 87% completion rate and reached 30,499 people, 606 of whom swiped up to visit Adobe’s site.
Check out the full video here.
“It’s always exciting to see influencers being used in new ways for marketing campaigns. These designs really showcase the true talent of the creatives within our network. It also proves that there is a shift happening in how brands are producing content.”
Steve Wright, Vamp’s Group Director for APAC