CampaignAdobe

Real or fake? You decide.

How do you get non-design students interested in design software? Simple. See if they can spot when something’s been Photoshopped—and then teach them how it was done.

Adobe Real or Fake Campaign by Traction
Adobe Real or Fake Campaign by Traction

Taking a close look

In today’s society, “Photoshop” has become synonymous with Internet fakery. We took that insight and created a weekly interactive game that showed five images, challenging keen-eyed players to identify the fakes.

Driving deep engagement

After every game—whether the player was correct or not—we revealed which images were phonies and demonstrated how we created them. Over 40% played the game more than once and 22% experienced a tutorial.

Adobe Real or Fake Campaign by Traction

Fake images, real results

  • 6% clicked to buy
  • 6% of players shared
  • 127% jump in organic reach
  • 737% lift in lifetime engagement
  • Won 8 industry awards
Adobe Real or Fake Campaign by Traction
Adobe Real or Fake Campaign by Traction

“[Real or Fake] ran for four weeks and we had great results.

In week one, we had over 53,000 page views. Before the campaign ran, we had 11,500 fans on Facebook, and today, we have over 40,000.”

Elisa Haidt

Adobe Senior Marketing Manager

Adobe Real or Fake Campaign by Traction
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