Since 2006, free-to-use productivity software like Google Workspace had gained popularity over Microsoft 365 (formerly known as Office 365) particularly with younger generations like Generation Z. And while Gen Z was largely familiar with Microsoft applications like Word, PowerPoint, and Excel, they usually associated it with work and school.
Our objective was to spark new awareness of the Microsoft 365 brand—outside of a professional setting—by putting a contemporary and playful focus on the brand's legacy. Simply put, we set out to spark joy through entertainment and co-creation, all while showcasing Microsoft 365's unique story.
The 10 year anniversary of Microsoft 365 in January of 2023 gave us the perfect opportunity to celebrate. And how better to celebrate than to party like it's 1999?
Gen Z is a nostalgic generation—from sneakers to music, Y2K is in vogue. Considering those belonging to the demographic were born sometime between 1997 and 2006, 37% say they feel nostalgic for the 1990s—a decade when most weren’t even born yet (GWI). Why the 90s? Many feel that the era represents a carefree time, rather than one that is recovering from a pandemic, social unrest, and economic instability.
So to flash back to better times, we revived a cultural icon from the era: Microsoft's WordArt.
We partnered with Effect House filter creators Eddy Adams (@eddyin3d) and Jan Trejo (@janmahavan) to develop the "WordArt You" TikTok Effect. To deepen connections with the TikTok community, we made the Effect completely customizable—users could input their name or other text, and the filter would randomly generate a WordArt style to match. With interactive filters gaining popularity as the newest evolution of the online personality quiz, we had a winning platform. And to amplify its launch, we partnered with six creators, each focused on one of these content buckets: humor, filter fans, Microsoft 365 lovers, or graphic design aficionados.
Gen Z audiences on TikTok were surprised and delighted by a first-ever WordArt Name Generator, so much so that they placed WordArt You in the top 1% of effects used on the platform, driving more than 139MM views and 1MM+ uses to-date. All without paid media support. Microsoft 365 became one of the first brands to effectively use the TikTok Effect House, driving both best-in-class engagement and sentiment.
Ultimately, we aligned audience insights with social cultural zeitgeist to drive brand awareness authenticity, organically, and while maximizing our budget. And we created some fun entertainment along the way.
