This campaign was designed to reintroduce Surface to the marketplace with a 360-degree, cross-channel and cross-platform that juxtaposed the innovative product design story alongside the stories of people who use our devices. Featuring shareable content and experiences that balanced human experience with device features and benefits, this campaign—anchored by a 10-part digital series—was designed to drive growth, consideration, and conversion for Surface through a compelling narrative that reached and engaged the consumer at relevant, and high impact, touchpoints across the funnel and authentically connected Surface devices to customer needs.
This campaign was designed to drive brand love and conversion across the product portfolio through a global 360-degree cross-channel and cross-platform that generated buzz, awareness, and consideration for Surface. Using a mix of video and image content, custom social media, direct-to-consumer and email outreach, PR and editorial content, in-person activations, web content, and influencer content, we set out to develop a cohesive narrative that worked at every brand touchpoint, including both digital and traditional media across our owned + operated and partner channels.
At the center of the campaign, we created “Designed by Microsoft, Made for you,” a 10-part digital video series designed to tell the dual story—the hardware and the human story—of Surface with a narrative told at the intersection of feature, benefit, and human, creating an emotional connection between the brand and the consumer. The series, distributed bi-weekly on YouTube, Facebook, Instagram, and LinkedIn between September 2023 - December 2023, was positioned as A-side/B-side storytelling in order to tell a story that highlighted both the product and user experience. The A-Side—Designed by Microsoft—takes an in-depth, behind-the-scenes look at the rigorous engineering and decision process that goes into each key feature and spotlights the beauty and craftsmanship of Surface Devices. The B-Side—Made for you—tells the corresponding story of the Surface user, highlighting those everyday moments in life and work that Surface fits effortlessly and seamlessly into. The A-side of the series featured Microsoft engineers and designers, while the B-Side utilized audience relevant digital influencers who also serve as amplification partners for the videos and the campaign.
In addition to being featured talent within the video series, this diverse group of influencers were also featured in retail, OOH, social media, editorial content, paid media, and other campaign touchpoints to create a high-impact and cohesive narrative.
This cross-platform video campaign drove awareness, growth, consideration, and conversion across the Surface portfolio of devices. The digital series generated more 10 million cross-platform views and generated nearly 30 million impressions. Influencer content reached an additional audience of more than 3 million fans, and each touchpoint generated traffic and engagement across channels.
