Case Studies

Adobe Photoshop Album

Business Objective: Raise the profile of a new product at Adobe's annual sales meeting and demonstrate the success of A&R Partners' public relations campaign to Adobe's executive team.

Situation: Adobe launched its Photoshop Album product to capture, correct, organize, and share digital photos. During the first six months of its release, the efforts of A&R Partners garnered the product good press coverage. To continue marketing support, the product needed to generate enthusiasm and buy-in from Adobe's executive team and sales force. Adobe's Photoshop Album Program Director and A&R Partners called on Mercury Multimedia to create a highlights video for the annual sales meeting. Capturing the breadth and impact of the press coverage was critical to the project's success.

The Mercury Solution: Mercury created a 2 1/2 minute video spanning 6 months of press coverage.

Results: The presentation was a tremendous success. It created the enthusiasm the product needed and validated Adobe's choice of A&R Partners for the new product launch. The video was created with minimal input from Adobe and A&R - they shared the objectives and key messages with Mercury in a single meeting. The client team was able to iteratively review drafts of the video via the web to request changes and ensure that the video's message was on target. In the words of A&R's account manager, Graeme Flattery, "The final cut of the video not only captured the power of our coverage, but enhanced it."