SURFACE X STRATEGY
MICROSOFT SURFACE
challenge
Surface had been struggling to increase its unaided awareness and reach new and younger audiences. We needed to re-think not just the organic content we were creating, but how we were engaging with our audiences.
results
To say our team rocked it would be an understatement. Our content out-performed beyond our own expectations! In just 6 months, we saw a +489% YoY increase in engagement, a +686% YoY increase in video views, and a +686% YoY increase in owned positive sentiment. Surface performed 243% above predicted fiscal year target for total engagements!
strategy
The strategy I created for Surface is data-driven and focused on community-building. I created four niche audience sub-groups to tailor our content to and a "north star" annual goal of increasing unaided awareness. This annual goal was supported by quarterly objectives and broken down into monthly themes to guide our strategy.
