Microsoft Cloud Global launch

Challenge: Microsoft offered multiple enterprise cloud products including Azure, 365 and Dynamics, but the products each had disparate messaging and marketing strategies. Furthermore, while Microsoft was one of the largest providers of cloud infrastructure, they were seen as outdated when compared to born-in-the-cloud companies like Amazon and Salesforce. Microsoft wanted to house all of their cloud products under one banner, completely re-positioning their cloud offering as a modern, tech-forward, and singular platform for enterprise customers.

Insight and Idea: Enterprise customers saw Microsoft as an outdated brand and only used point product solutions for certain needs. They lacked real world examples of how Microsoft was a leading provider of cloud technology. We helped name and brand the Microsoft Cloud within the larger Microsoft master brand and reframed the brand strategy, messaging, and GTM planning around the full suite of cloud products. We developed an integrated campaign including brand work that focused on real customer success stories, paired with hard-hitting customer acquisition work to fill the sales funnel. The campaign included nearly 1,000 individual assets and ran in more than 30 countries, ultimately becoming one of the largest and most successful campaigns that Microsoft had ever run. Media included TV, OLV, OLA, OOH, print, digital and social.

Results: The campaign was incredibly successful in helping shift perceptions of Microsoft as a leader in modern cloud technologies and helped to upsell a number of large enterprise clients. The campaign helped increase key cloud revenues as much as 150% and brand awareness by 15%.