Microsoft Education
Humanizing brand by offering relatable content
Meeting the audience where they are
The account-based marketing (ABM) campaign had the goal of humanizing the Microsoft Education brand by delivering messages to EDU/TDM/BDM/HED student audiences based on who they are and where they live, and by offering relatable content.
We successfully established the value of the Microsoft Education brand by illustrating how Microsoft’s solutions—Windows 10 Devices and Teams—can benefit the lives of educators and school leaders, along with providing calls to action that encourage immediate action.
Based on awareness and usage levels of Microsoft’s solutions, EPA accounts were grouped by Convert and Maintain/Grow campaigns.
Achievements
Ran a 4.5-month ABM program across Facebook, Twitter, and Google, comprising up to 10 countries and 42 EPA accounts
Produced 3 waves of global BSC and Teams ads, resulting in 500+ ads flighted across Facebook, Twitter and Google
Created 3 program toolkits for the field to leverage locally
Metrics delivered
Sampling of top performing social posts
Win10 Convert K-12 ETDM
Deployment – FastTrack
Total impressions:
510,084
Teams Convert K-12 EDTM Reflect – Support
Total impressions:
195,743
Win10 Convert K-12 ETDM
Security
Total impressions:
10,529,605
Teams Convert HED ETDM
Productivity
Total impressions:
7,192,330
The campaign ran for nearly five months across 10 countries and 42 targeted accounts comprising of 13 K-12 school districts and 20 higher education college/universities. Designit developed and produced 3 waves of global BSC and Microsoft Teams ads for social media and programmatic display banner ads, resulting in 500+ localized creative assets that went into market. Our team also developed three program toolkits for the field marketing teams to leverage locally to compliment the digital media campaign.
10
countries
181 M
impressions
0.3%
click-through rate
13.9%
enagement rate