MICROSOFT + VMLYR
Position: Lead Strategist
THE CHALLENGE
A lack of understanding on how to authentically reach and connect with Gen Z gamer audiences online.
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THE OPPORTUNITY
To build stronger relations with relevant demographics to help Microsoft improve its social media campaigns and overall strategy.
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WHAT WE DID
The team conducted primary research, secondary research, social listening and social media audits of Microsoft and competitors’ evergreen content and social strategy.
We used these insights to collaborate with VMLY&R on Microsoft’s US social media strategy for 2021 and 2022, which included building brand affinity around PC gaming for Windows as well as authoring key messages for Microsoft Edge. We also led social marketing efforts for Surface, Bing and Microsoft 365 (formerly Office) on popular channels like Twitter and atypical ones like Giphy. Lastly, we published a monthly social digest that informed Microsoft employees and executives of what is important and changing within Gen Z and pop culture.