Last fall Microsoft asked Assembly to help launch a new social property, Microsoft.Tumblr.com. As with all their parent brand social channels, a Tumblr presence would further allow Microsoft to live their brand vision: empowering every person and organization on the planet to achieve more.
Specifically on Tumblr, Microsoft wanted to establish a credible presence on the platform and engage a younger, millennial audience. We monitored new follower growth of the channel, and re-blogs/shares of our content – a sign that our audience endorsed/associated themselves with our storytelling.
Our goal is to delight and inspire our audience with emotional and inspirational stories. All of our stories focus on real people who have achieved amazing things, each tapping the power of technology to achieve more. This channel is not intended for product launches or commerce-focused content. It's not a sales tool, but a chance for Microsoft to celebrate the people and stories that excite and inspire them—on one of the most visually interesting platforms.
Assembly built the guiding strategy for the Tumblr launch, designed the look and functionality of the page, and is responsible for creating ongoing content. We created a clean landing experience that elevates the arresting visuals and impactful storytelling of each post.
Microsoft's Tumblr page - Inspired By – has seen rapid success since launch. So far, we've seen:
