Adobe #Frommetoyou

Adobe owned the hearts of professional editors with Premiere Pro and After Effects. But a new wave of creators was rising fast – YouTubers, TikTokers, Twitch streamers –  and Adobe wasn’t as top of mind for them.

These Social Video Creators were mobile-first, culturally fluent, and growing in numbers across Asia Pacific. Adobe needed to speak their language and show up in their world before competitors like Apple fully took the lead.

Asia Pacific is one of the most culturally diverse regions on the planet. But one thing unites the region’s 4.5 billion people: a love of travel and cultural exchange. Coming out of the pandemic, borders were closed but the desire to share and experience culture didn’t go away. That gave us the emotional entry point.

If people couldn’t travel physically, they could still travel creatively. With the right tools, anyone could shoot, edit, and share a slice of their world turning a personal moment into a window for the whole region. Democratised pro video creation meant that now, more than ever, your story could travel, even if you couldn’t.

Use social video as a bridge – connecting creators across the region through personal cultural stories, and positioning Adobe’s tools as the essential kit to make that creativity happen.
Instead of talking at creators, we’d invite them to be part of something bigger: a shared creative movement.

#FromMeToYou — a regional crowdsourced video project where creators captured and shared meaningful cultural experiences using Premiere Pro or Premiere Rush.

We kicked things off with a group of high-profile creator-influencers — from Aboriginal rapper Baker Boy sharing a bush oven recipe, to Singaporean chefs, urban explorers, and traditional artists from Aotearoa to Hong Kong.

Each one posted an intimate, 3–5 min film showcasing a slice of their world — and invited their followers to do the same.

This wasn’t just a campaign. It was a movement with a toolkit.

We built a dedicated #FromMeToYou microsite full of downloadable templates and how-to videos making it easy for first-timers to get started. Influencers shared tutorials and tips using Adobe software, showing just how simple it was to create powerful edits.

Submissions flowed in with 350+ videos showing hidden beaches, family recipes, local superstitions, and city scenes all united by one hashtag, one toolkit, and one message: video creativity is for everyone.
We fuelled the campaign with paid media, retargeting, and Adobe’s owned social channels, driving trial and engagement at every stage. Influencers kept the buzz alive with competition updates, reaction videos, and shoutouts

• 21.9M video views
• 1.56M visits to the landing page (75% above target)
• 4,000 free trials of Premiere Pro and Rush (23% above target)
• 350+ unique user-generated films using #FromMeToYou
• 130K incremental visits to the Premiere Pro product page
• 2,000 bonus trials driven via indirect product discovery

We didn’t just close an awareness gap, we opened up a new creative one. Adobe gave aspiring video creators across APAC the tools to express themselves and connect with others –  proving that with the right software in your pocket, your story really can travel, even if you can’t.

Work completed as an employee and part of the team at We. Communications.