Create Anything with Benny Blanco

"Create Anything with…Benny Blanco" launched Adobe Express to a new generation of small business owners by proving anyone could use it.

Rather than just making a bunch of product tutorials, we partnered with music producer, cookbook author and self-proclaimed design novice Benny Blanco to create free signature templates and an episodic series showing him helping young entrepreneurs modernize their family businesses.

Why Benny Blanco Was the Bridge We Needed

The idea was born from a unique truth we uncovered about our Gen Z audience: tons of them are taking over the family business from their parents, especially in the restaurant industry. These digital-first entrepreneurs are active on social media, eager for creative tools to help them stand out online, and looking for modern ways to market their businesses.

You know who a lot of them already follow? Benny Blanco. That made him the perfect bridge between Adobe and our audience.

From a Single Audience Truth to 20 Million Interactions

Each episode features Benny using Express templates to help a young person running a family business, starting with his favorite LA restaurant, Mariscos 4 Vientos. The 360° campaign included in-restaurant branding, in-app custom templates, merchandise, and an online contest.

It became Adobe's most successful social campaign ever with over 20 million interactions, nearly 200K new visitors to Adobe.com, and 30K new small businesses using Express.