Microsoft Windows 7
Client: Microsoft
With just 10% percent of the total Vista budget and without tv, radio or print SocialMedia8 tripled trial, purchase and advocacy for Microsoft?s new Windows 7.
1. Challenge
Our challenge was to build and increase the brand perception, likeability and purchase intent and to raise overall awareness within a 18?40 year old male audience, who are mainly business users, consumers and influencers. Reason was the introduction of Windows 7 in the Netherlands and disappointing results introducing Windows Vista in 2006
2. Strategy
Insights: our target audience are digital natives and business computer users and their purchases decision on computer programs is heavily influenced by trendsetters, opinion leading gadget freaks and their peers. We needed to identify and connect to these social influencers
3. Concept
We identified online influencers and involve and engage them for the introduction of Windows 7. The voice of influencers carries further and deeper than the voice of Microsoft. An outreach email was sent to the identified influencers with a free beta version of Windows 7 and the chance to offer Microsoft with their feedback and to implement it into the program
4. Use of media
We identified the social hotspots and influencers by exploring different communities, based on insights on the target audience. We delivered a customized online database with V-Spots and online influencers, that got the scoop on the operating system and gave their feedback. We monitored the online buzz
5. Results
We identified more than 170 authoritative online social media spaces. This resulted in a database of more than 410 influencers in various categories. Through this bottom-up approach and the soft launch strategy; Microsoft enjoyed positive buzz around the brand with only 10% of the Vista budget