Route to Resilience

Microsoft

THE ROUTE TO RESILIENCE

Social / Digital Display / Content

In 2020, B2B technology buying changed drastically

UK business leaders - the C-suite - faced the double disruption of Brexit and COVID-19. Two years’ worth of digital transformation happened in two months, forcing businesses to adapt their models and support employees in new ways.

Set against this unique context of uncertainty, Microsoft wanted to increase their UK market share and boost revenue. Becoming a trusted partner to businesses looking to adapt, survive and thrive.

We identified and developed three linked but distinct narratives

1. Customer Trust Is Everything

Businesses now had more remote workers and had to deal with COVID-related attacks. We wanted to help them to build trust, stay secure, and minimise risk.

2. Harness the Power of Data

UK business leaders needed to empower their people to make better decisions at speed. We helped them to democratise data and enhance decision-making.

3. People are the Heartbeat of your Business

The impact of COVID-19 was felt by every person in every organisation. We helped customers reimagine productivity in an unpredictable world.

A comprehensive omnichannel content programme

Awareness was driven through a combination of paid social, digital advertising, Spotify audio ads, and influencer partnerships (CBI, Forrester and TechUK). And we created inspiring content to drive further consideration, such as eBooks, blogs, white papers and customer videos.

We also showcased our narratives at major events including London Tech Week, Cog X and The Festival of Enterprise, and amplified it further through Microsoft’s Partner community.

Results

Our campaign was incredibly successful. Enabling Microsoft to engage business leaders, establish market leadership, and deliver greater value to their customers.