Devour knowledge with Student Spaces in Acrobat.

Building on the “Do that with Acrobat” campaign, this student program is a global marketing initiative targeting higher education students (ages 18-24) in the US, UK, and ANZ regions. The program leans into the concept of students “feeding” their Student Spaces through free online tools, making class notes and docs from any college course more digestible, while enhancing learning and creativity. The program highlights AI-powered features like study guides, flashcards, and collaboration tools, aiming to simplify academic workflows and prepare students for future careers.

The marketing strategy includes Demand Progression paid media, social influencers, SEO + GEO, LCM, and PR to drive engagement, with goals of 500,000 monthly active users, 6 million social interactions, and 3 million PR impressions. With a $2.56 million media budget, the campaign runs from April to May 2026, aligning with key academic periods like finals. By addressing students’ needs for smarter, free tools and leveraging authentic testimonials, Adobe is an essential partner in students’ academic and professional journeys.

For Day 1 launch, Public Relations and adobe.com introduced this new value. Social and Paid Media activities shifted from morning to afternoon launches following a swift product issue resolution in collaboration with engineering. More detailed performance data will be available in the Day 7 report.

Adobe launched Student Spaces in Acrobat, a free, AI-powered study tool now in beta, landing early coverage across traditional and non-traditional outlets, with more building through late April. We prioritized Gen Z media and student/mentor creator voices and platforms, with focused outreach to technology and LLM target publications. 

How we told the story: The launch was anchored by an Adobe blog post authored by Charlie Miller, who amplified the announcement on LinkedIn, giving the story a credible, personal voice. The team conducted 1:1 demos, briefings and embargoed outreach with student creators, mentor creators, and consumer and technology press. 

Landing with students where they live: The Everygirl published a feature highlighting key product capabilities and extended reach with four Instagram Stories to 1.2M followers. Harvard student creator Helaine Zhao (237K subscribers) organically featured Student Spaces in a “Study with Me” video that has already crossed 10K views, with additional reach via her Instagram Story to 95K followers. 

Showing up in technology and LLM publications (and social!): Coverage landed in CNET, TechCrunch, PC World, Android Headlines, 9to5 Mac, Thurrott, The Tech Buzz, The Economic Times (IND) and Techmeme. Headlines like “Adobe’s new Student Spaces is ready for class” establish the tool as an exciting entry into the AI study tool space. As a bonus, the TechCrunch story was syndicated by Apple Stocks, extending visibility to millions of additional readers, and achieving meaningful earned exposure with investors. We’ve tracked 15 social posts from outlets and reporters amplifying their own coverage across X, LinkedIn, Threads, and Facebook and reaching 20.6M followers.  

What’s next: More coverage expected from US consumer/tech and regional outlets, student and mentor creators, and Gen Z publications including The Everygirl and HerCampus. A targeted creator mailer is in market, with unboxing content to follow shortly. 

To announce Student Spaces, Social went live with the “Feed Your Student Space” spot across Instagram, TikTok, LinkedIn, YouTube, Facebook and Threads as well as the announcement blog post on LinkedIn, Facebook, and Threads. Paid boosting was activated end of Day 1 across social. From an influencer perspective, the team activated five student influencers on launch day with fresh use cases showcasing the realities of how Student Spaces elevates their lives as students (influencers include Jacob Guerrero, Arianna Cabrera, Amanda Zheng, Avery Ovard, and Ela Villarreal).  

What’s next: Social will sustain the conversation around Student Spaces with four additional social content surrounding identified use-cases throughout April and into early May. Influencer will be testing out a new partnership with a group of students as part of Home From College in addition to Acrobat-friendly macro student influencers. We’ll be rolling out 30 more influencer videos with 5 influencer videos going live per week throughout April and May.  

Early performance is strong and trending in the right direction. Net-new Student Spaces pages are attracting meaningful traffic immediately post-launch and are outperforming the PDF Spaces launch-day baseline. Engagement is also encouraging, with marquee and “Select Files” CTAs delivering healthy click-through rates. Bounce rates on the new experiences are notably better than the prior launch benchmark, and our existing higher-traffic pages are improving week over week.

Traffic: Net-new Student Spaces pages are generating strong launch-day traffic and are outperforming the PDF Spaces launch-day baseline. Existing pages are also seeing meaningful week-over-week traffic increases, reinforcing broader student momentum beyond the new experiences. The overview page is leading visits, with Flashcard Maker and Quiz Maker also showing healthy early demand. 

• • Acrobat Students: +48% WoW
  • GenAI PDF Students: +154% WoW 

CTR Engagement: Strong first-day engagement; key CTAs are driving meaningful click-through (notably stronger than the limited engagement observed on PDF Spaces launch day). We’ll continue to monitor and benchmark performance as we collect more data. 

• • Student Spaces Overview:
    • Get Started Marquee: CTA: 33% CTR 
    • Watch Overview Marquee CTA: 12% CTR 
  • Flashcard Maker:
    • Select Files CTA: 38% CTR 
  • Quiz Maker:
    • Select Files CTA: 29% CTR 

Bounce Rate: Net-new pages are showing stronger quality signals than the PDF Spaces launch-day benchmark (64.1% bounce). In addition, our existing pages are improving week over week, indicating healthier session continuation post-launch. 

• • Student Spaces Overview: 38.3% (net new) 
  • Flashcard Maker: 53.7% (net new) 
  • Quiz Maker: 50.0% (net new) 
  • Acrobat Students: 62.9% (-13% WoW) 
  • GenAI PDF Students: 79.0% (-13% WoW)