Microsoft drives conversation as it targets holiday season shoppers

Microsoft sought to introduce revamped devices and services to young parents, a demographic with enormous buying power during the holiday season.

Client: Microsoft (Redmond, WA)
Agency: Waggener Edstrom (Seattle)
Campaign: Made Possible
Duration: October 2013-January 2014
Budget: $200,000-$300,000

Microsoft sought to introduce revamped devices and services to young parents, a demographic with enormous buying power during the holiday season.

Strategy
Create a channel where Microsoft would demonstrate digital relevancy and drive conversation among target consumers.

Tactics
MadePossible.by, a Web curation of short pieces that consisted of paid, earned, and owned content, was created to position Microsoft beyond its devices and serve as a stream of brand conversation.

The site compiled third-party content, bloggers from Disney’s popular parenting site, Babble.com, and user-generated content. Web analytics allowed Microsoft to inform visitors of its products and create a broader digital footprint.

MadePossible.by offered holiday planning and gift ideas for shoppers. Visitors were led to the site through sponsored blogs, digital advertising units, and a social promotion with Microsoft stakeholders. DIY content was popular with consumers so Microsoft and the firm organized a DIY event in Los Angeles with parenting bloggers and consumer and lifestyle press.

"We were able to extend traditional storytelling with a curated destination that allowed consumers to engage with the brand in a new way," says Microsoft consumer PR director Katy Asher.

Results
Within the first nine weeks, there were 50,000 unique visitors and more than 2,000 user purchases or downloads.

Future
Waggener Edstrom continues to work to keep the site active and is analyzing how to continue Microsoft’s digital conversation with its customers.  

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