Microsoft Surface

Brand and campaign creative

Scope of work

Managed global launches and seasonal campaigns for Microsoft Surface laptops and accessories, collaborating with cross-functional teams, from campaign strategy and briefing to execution across the customer journey, in all marketing channels. Drove global consistency for campaign and brand execution.

Impact

  • Enhanced positive brand attribution, familiarity, and consideration for Surface devices
  • Developed a visual and messaging strategy through the funnel that became a best practice for Microsoft
  • Leveraged telemetry data to shape a continuous content strategy across social media, relationship marketing (RM), and web, promoting first-party products including Office, Edge, OneNote, Outlook, and Windows
  • Utilized the in-product channel, Tips, to enhance user engagement and promote consistent usage of Surface laptops
  • Collaborated with channel marketing teams for retail campaign execution in 1st and 3rd party stores

KPIs

  • 17% increase in ‘brand I love’ metric (2018)

  • 16% increase in ‘innovates in ways that matter to me’ metric (2018)

  • Increase in purchase intent from 23% to 24% (May-Oct 2018)