FAN PORTRAITS
MICROSOFT SURFACE
concept
2022 was the 10 year anniversary of Microsoft Surface and my client wanted to adopt something similar to the Windows personalized creative program to celebrate. Our main goal was to increase unaided brand awareness and expand the Surface fan base.
strategy
We started by identifying the smaller types of niche audiences we already had and creating audience profiles. We started tracking key terms and phrases different audiences were using and started chiming in on conversations, building a relationship with users. At the end of these conversations, we'd surprise & delight them with a custom design, tailored to their personality and interests.
challenges
Surface's biggest challenge was its brand awareness. One of the best ways to earn a larger audience is to foster the one you have, and develop stronger communities to earn unaided awareness. We also needed a stand-out design concept that wouldn't blend in with the portrait illustrations we were already creating for Windows.
results
Our Superfans were thrilled with their custom illustrations, cross-promoting across their social media platforms! Over the months, we were able to expand our audience base, earning new users and expanding unaided awareness using relationship-building and design.