We’re very excited to share an update on our FY26 Tax Season campaign in Brazil, the first fully localized and culturally relevant initiative for this critical commercial moment targeting Business Pro audience. This full-funnel campaign was built from the ground up with a Brazil-first lens, seamlessly blending cultural relevance, behavioral insight, and product utility to transform tax season anxiety into a relatable, high-impact narrative.

Launched to coincide with Brazil’s peak tax-filing period (April–May), the campaign positions Acrobat, enhanced with AI Assistant, as the essential solution for productivity, compliance, and stress-free document management, empowering users to navigate tax season with confidence and ease.

The campaign taps into Brazilian pop culture by featuring Maxiane, a standout contestant from Big Brother Brazil 2026, the country’s biggest TV show, who became a national sensation as the “Resort Coordinator.” She ties the narrative together by welcoming accountants who have already completed tax season stress-free thanks to Acrobat.

We developed a proprietary creative concept, “Adobe Acrobat All Inclusive”, which places accountants in a relaxing resort experience where organization replaces chaos and Acrobat Pro becomes the key to peace of mind.

Act I – April 6–9: Four creators dramatized the stress of tax season through Instagram Stories, highlighting the mysterious disappearance of all accountants.

Act II – April 10: The campaign reveals that accountants are relaxing at the Adobe Acrobat All Inclusive resort during tax season, through the hero film (Instagram, TikTok, and YouTube).
Within the first 72 hours, 100% organic, the video reached 350K+ views and 19.7K+ interactions. Also, the campaign achieved more than awareness, It shaped how Google understands and explains the relationship between a creator and the brand, turning branded content into discoverable, trusted information, the content achieved organic visibility in key Google SERP features, including ‘People Also Ask’ and AI-generated responses.

Act III – April 24–May 29: A second hero film features Maxiane presenting “Adobe News,” reminding audiences that tax season is coming to an end. At the same time, B-Pro influencers (real accountants) demonstrate how Acrobat Pro helped them finish early, across Instagram, TikTok, and YouTube.

Social (Core): Always-on content engine combining owned and creator content, leveraging cultural hooks, humor, and product demos to drive engagement and consideration.

Paid Media: CLC assets optimized for demand progression and conversion, maximizing traffic, engaged NUVs, and paid units.

Mobile: Utility-driven creatives integrated into performance campaigns, reinforcing real-life tax workflows.

LCM: Targeted email messaging reinforcing campaign themes, driving re-engagement and conversion throughout the tax season window.

PR: Strategic amplification positioning Acrobat as the authority in document organization and security during tax season.

This campaign was a true team effort across LATAM and global teams. Special thanks to:

• Danielle Geneolle (CMO)
• Felicia Muccigrosso, Ellen Lovoy Ralph (Corp CMO)
• Sichia Bell, Natalie Zeuske, Matt McKeever (MMX)
• Stella Carvalho (SEO)
• Jinal Patel & Bela Madrigal (a.com)
• Carmen Pedrossian (LCM)
• Mike Jesus (GTM)

The campaign will continue through the end of May, with final performance reporting and learnings to follow. Early signals are strong, and we’re already identifying best practices to scale:

• Invest further in influence-led storytelling
• Start earlier in the tax season window
• Expand culturalized content and PR outreach
• Leverage big influencers or local celebrities to drive results beyond benchmarks, achieving highly organic interactions and engagement, and making brand recall more genuine and spontaneous
• Connect product narratives to culturally relevant moments, which helps generate organic buzz and deliver stronger, more impactful results

This campaign is a clear example of how cultural relevance and local-first execution can drive impact. Thank you to everyone who helped bring this to life, it’s a major step forward in how we show up for our customers in Brazil.