It was a brilliant campaign. In class, students discussed their key takeaways, including my favorite: Adobe met their target market where they were.
What do we mean by this? It's simple. They were listening to their target audience, so they knew, at that time, Facebook was their medium of choice. To reach college students, they used Facebook because students were already there. They didn't create a new medium or put up an obstacle of their target having to 'find them.' They made it simple to connect and engage.
What are you doing to make it simple for your target?