Over the course of my time at Edelman, I did a ton of work on Microsoft. These three projects were among my favorites.
Microsoft came to us with a challenge. They wanted to change brand perceptions among a new audience: Millennials. Our solution? Shift focus from Microsoft products to the inspiring people who use them to do more every day.
In November 2014, we launched Microsoft’s Instagram with the rallying cry #DoMore and kicked off a global adventure with renowned photographer Justin Bastien. Over the course of 60 days, we traveled to 40 locations in nine countries, capturing stunning portraits of people who break boundaries in their respective fields--powered in part by Microsoft products. In just four months, we gained 60,000 followers and improved positive sentiment by 300%. Check out the case study video below. Bonus: I wrote the VO script and, along with my fellow ACD, concepted and storyboarded the video.
To celebrate its first million Facebook fans, Microsoft asked Edelman Digital to create A Year in the Like, a groundbreaking Facebook app that converts your timeline into a freeform environment. We celebrated the interaction between friends and let users create sharable movies of the experience.In the first month alone, the app garnered 120,000 visits, with 100,000 unique visitors and 250,000 page views. Better yet, A Year in the Like took home an Addy Award.
Contrary to public perception, Microsoft is a people company. They make products that empower almost everyone on the planet. I Created This is a social campaign that highlights the company’s humanity—literally and figuratively. It introduces fans to Microsoft employees from building administrators to Xbox game designers to sound effects engineers. But it also showcases customers doing amazing and unexpected things with Microsoft products, too.