“60% of solopreneurs and small to medium businesses (SMB) owners feel limited in their ability to pursue growth, innovation, or improve operations due to time constraints.”
This statistic inspired our 2025 Q4 campaign with Adobe UK.
Our objective was to position Adobe Acrobat as the solution that Solopreneurs and SMBs are seeking. Our strategy was to partner with trusted voices in the business and productivity space, shaping the campaign around a series of content from one hero creator.
We saw huge success in raising awareness of Adobe Express amongst Solopreneurs and SMB owners in 2025. Therefore, our goal with this campaign was to replicate the Adobe Express strategy using the foundation we have built to change the perception of Adobe Acrobat.
Adobe wants Solpreneurs to see Acrobat not just as a PDF tool, but as an outcome-based productivity and creativity platform by focusing on time-saving as a USP.
We used our award-winning “Conversations with Female Founders” series with creator entrepreneur Grace Beverley as the blueprint for this campaign. Her interview style content with fellow business owners raised excellent awareness for Adobe Express, so we sought to cast another business-focused creator with a natural flair for interviewing for the Acrobat campaign.
Max Klymenko, known for his Career Ladder series, was the perfect choice for the campaign thanks to his vast reach, entrepreneurial knowledge, and the friendly professional personality necessary to reposition Adobe Acrobat.
Choosing a macro creator with broad reach was essential to ensure that the series would raise mass awareness of Adobe Acrobat amongst entrepreneurs.
Our dedicated Adobe UK campaign team set out to identify a creator who would drive top-of-the-funnel awareness, tap into a multitude of interests and cultures, and represent the diverse makeup and pain points of SMBs.
We selected Max Klymenko as the hero creator for this campaign. We guaranteed the Adobe brand team that he would produce PR-worthy content to keep Adobe Acrobat front of mind.
Max is a Ukrainian creator and entrepreneur based in London. He makes educational videos on business, careers, brands, social causes, and other topics that spark his curiosity. He’s best known for his viral series “Career Ladder”, where he takes a ladder onto the streets and tries to guess people’s jobs in under a minute. Max also runs a popular series where he breaks down industry insights and reveals the strategies behind some of the world’s biggest brands.
Our internal strategy team prioritized shaping an idea that would naturally integrate with the content Max already produces on Instagram, TikTok, YouTube Shorts, Facebook, and LinkedIn. This is the content that has enabled him to reach upwards of 12 million followers and be awarded TikTok Creator of the Year in 2025.
We briefed Max to create a video series to serve as a creative wrapper for Adobe Acrobat Studio, using the tool to uncover surprising insights about a business through his distinct format.
The content output included:
We researched influencer entrepreneurs in the UK who would be the perfect fit for Max’s Career Ladder and Business Secrets series. We selected three guests for Max to film both videos to reach these creators' own unique audiences, as well as his own.
The guests were:
Tam Kaur – A content creator and entrepreneur primarily known for her focus on self-love, personal growth, and empowerment. She is the founder of the Self-Obsessed Journal, a self-development journal that is a toolkit for women looking to level up in all areas of their lives through actionable tips and tricks.
Maddie Borge – A content creator and entrepreneur known for her lifestyle, travel, and personal development content. She is the founder of Pastael, a recently launched lifestyle brand offering travel accessories like packing cubes, reflecting her passion for organized, stylish travel. Maddie also writes a weekly newsletter, She’s Working on It, where she shares practical life advice, empowering stories, and actionable tips.
Heather Elkington – An entrepreneur, writer, and leadership coach, reshaping how modern managers lead their teams. As the founder of Fresh Leadership World, she's on a mission to build a world where people actually love the work they do by giving every manager the tools to lead with courage, clarity, and care.
The mass reach and engagement that Max’s content drove is proof that integrating a brand partnership into a creator's serial format that viewers recognize and return to for the “next episode” was a success. Working with a charismatic creator on multiple pieces of content to flood the social media feed on business focused content excites audiences.
We achieved:
Max’s Career Ladder video with Maddie Borge was a standout. It reached 13.2 million organic TikTok views and drove a 6.7% engagement rate (vs. 3% benchmark).
