disruptive content - getting maximum impact from one idea' - tejal patel, microsoft
TRANSCRIPT
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LBI - Microsoft
Disruptive content
Tejal Patel@tejp
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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
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LBI - Microsoft‹#›
Social Media
PR
Fixed webMobile
Influencer support
Own media
Integrated disruption
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LBI - Microsoft‹#›
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
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LBI - Microsoft‹#›
Disruptive media buys
*Clicks through to video on YouTube
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LBI - Microsoft‹#›
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
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LBI - Microsoft‹#›
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
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LBI - Microsoft‹#›
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
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LBI - Microsoft
Summary of results
102M
video
impressions
6.4M
video
views
14,370
Shares
13.5M
media
impressions
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LBI - Microsoft
“I want to be part of stuff…"
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LBI - Microsoft‹#›
Thank you
@tejp