Preparing the world for Windows 10
As part of CEO Statya Nadella’s mission to move people from using Windows, to needing Windows to loving Windows, we embarked on a multi-channel partnership with the Windows marketing team. Our goal was modest: get everyone in the world to upgrade to Windows 10.
Our first step was to redesign the Windows website as part of a larger initiative to unify all web properties at Microsoft under a single domain and navigation. This required constant coordination with multiple client, agency, and development teams—both inside and outside Microsoft.
Keeping Windows fans engaged
Windows is active in most major social media channels, and we have provided broad strategic and creative support—both with timely, in-the-moment content, and also with longer-lead campaigns and initiatives.
We launched the Windows Instagram feed on the eve of the Windows 10 global product launch. and created multiple campaigns specifically designed for the channel.
We also created a steady stream of educational, promotional and engaging social media-specific animations to pique and maintain interest around the Windows 10 OS, Windows apps, and new Windows 10-ready PCs.
Bringing it home with email that works
We produced a steady cadence of email communications targeted at two key audiences. Those Windows users who hadn’t made the upgrade yet received messages about the accolades the new OS was receiving from press and the public.
People who had already upgraded received emails which promoted apps, highlighted new devices, and provided helpful Windows 10 tips & tricks.
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