disruptive content - getting maximum impact from one idea' - tejal patel, microsoft

LBI - Microsoft

Disruptive content

Tejal Patel@tejp

LBI - Microsoft‹#›

Objective: Use Cortana as hero KSP for Lumia 635 to generate conversation around Windows mobile and drive consideration

Strategy: Take lead from Microsoft TVC and create a “conflict” pitting Cortana against Siri. Tap into millennials desire to feel important by leveraging KSPs that differentiate Cortana from Siri. This video is meant to be a hook and conversation starter, not an advertisement.

Create a consumer touch point strategy to fully amplify the content.

Key Metrics: Video Views, shares

The challenge


Social Media

PR

Fixed webMobile

Influencer support

Own media

Integrated disruption


Blockbuster Discovery: Leverage digital channel strengths and varied cost models to increase visibility of full-length “Group Therapy” video to find users in mid/upper funnel during key competitive timeframe to drive Lumia 635 product consideration

Bought media strategy


Disruptive media buys

*Clicks through to video on YouTube


0

1,500,000

3,000,000

4,500,000

6,000,000

9/6 9/7 9/8 9/9 9/10 9/11 9/12

During the iPhone 6 announcement, @NokiaUS seized on the real-time discussion

to showcase Cortana, a key competitive advantage vs. Apple.

Twitter believe our social media strategy for Group Therapy was a great case study and sets a

benchmark.

Hourly Conversation

Competitive conquesting


We surpassed our aggressive

target of 5 million video views,

receiving 6.4 million total views

across all channels in less than

one month. Best ever result for

Lumia US video content.

Result


PR efforts secured 18 online media articles across key tech

and enthusiast sites for both teaser content and hero video,

including:

• Computer World

• Geek Wire

• Nokia Innovation

• Phone Arena

• WP Central

• 1800PocketPC

These articles generated 13.5MM

media impressions,

delivering 135% of target.

PR coverage

LBI - Microsoft

Summary of results

102M

video

impressions

6.4M

video

views

14,370

Shares

13.5M

media

impressions

LBI - Microsoft

“I want to be part of stuff…"


Thank you

@tejp

disruptive content - getting maximum impact from one idea' - tejal patel, microsoft

Marketing