brand: Microsoft Surface | Windows
Microsoft Copilot+ PC
campaign strategy | social strategy | content strategy | global campaign | integrated marketing | regional expansion | agency management | paid media
Microsoft needed to create product and consumer impact for the launch of its Copilot+ PC—the first line of AI-powered PCs. We led the development and oversaw the end-to-end global integrated campaign strategy across both the Windows and Surface lines of business. This included creative oversight, cross-channel marketing strategy, international campaign extensions, experiential activations, influencer integration, go-to-market strategy, social planning, video content, product marketing, and digital marketing—showcasing the innovation, craft, power, and ease of Copilot+ PCs.
the challenge:
introduce microsoft’s first ai-pc to the market.
insight:
61% of americans have stress levels at an all-time high. 55% say they're unable to enjoy life due to stress
CRE — Stress Survey, February 2023
the idea
Un-hustle Culture
100% of the Windows and Surface audience were looking for ways to get things done faster. In the day and age—when we are busier than ever—time is our most valued resource. We need time to think, time to breathe, time for joy… time to put the living back into our lives. There was a lot of talk about hustle culture and burnout, and “productivity” had become a bit of a dirty word. The world around us is moving faster and the expectations of each of us are growing and will likely continue to grow. This campaign was about turning the focus from being busy to actually being productive and taking the hassle out of hustle culture and showcasing how the Copilot+ PC—the smarter computer—means working smarter and doing less while achieving more.
hero video
The Runner
agency: Passerine
campaign extension
As part of the Copilot PC+ global campaign, we launched a pilot program focused on creating depth and impact in, and among, two crucial markets and audience groups: Japan and US Hispanic. The extensions merged the global campaign vision and objectives with authentic and culturally relevant and emotion-driven storytelling to introduce the new class of devices, drive consideration + purchase, and wins market share among key audiences in the Japanese and US Hispanic markets.
Humanly Possible
Humanly Possible was a social-first continuation of the Copilot+ PC launch campaign designed to showcase how these revolutionary new Surface PCs fit seamlessly into the lives of the users. Featuring a mix of digital video, docu-style video content, and influencer integration, the campaign increased revenue, engagement, and awareness.
agency: superdigital
Cultivating Community
featuring: Brian Brigantti
Pursuing Passion
Dedicated to Discovery
featuring: Caroline Vazzana
featuring: Christine Yi
campaign highlights
5 MILLION
cross-platform views
500 MILLION+
cross-platform impressions
GLOBAL CAMPAIGNS
2 regional campaign extension
400K+
livestream views
