LAUNCHING MICROSOFT’s MOST SUCCESSFUL SOCIAL CHANNEL TO SPREAD BRAND LOVE AND LAUGHS
“1 billion views, baby”
Creating Microsoft Cloud’s most engaged social channel by adapting our communication to our social audience. And being honest with our brand on social.
THE APPROACH
The goal of Microsoft brand was build brand love and humanize the historically “trustworthy but not warm” tech mega-brand’s positioning among users. We needed to develop social-first content that was took up space where it made sense on social. Our strategy was to humbly join the conversations around work and office banter while using our available brand assets like beloved Clippy and products like Excel and OneNote to create authentic brand engagement.
Each month, we brought in social listening research and social trend insights to craft a vision of where audiences would be going and develop a strategy to be in the space.
See the most recent additions and figures here: https://giphy.com/microsoftcloud
MY ROLE
Creative director
Cross-team liaison between community management, programming. and social listening
Lead on brainstorm, development, and delivery meetings
Launch planning creative strategy lead
Qualifying research into creative briefs
THE RESULT
30.8 million views in the first 24 hours, and 93.6 million views after 48 hours
109M views during flagship event and channel launch week
4.9% engagement on Top-20 most used GIFs
Continued success of channel reaching over 1 Billion views in less than a year
