Microsoft wanted to reach boutique web designers and developers to introduce them to WebMatrix, demonstrate its relevance, and drive an increase in WebMatrix trial usage.
Microsoft contacted iSoftStone to create and execute a tactical integrated marketing campaign to meet these objectives.
As part of our strategic consulting and creative brief discovery process, we identified and highlighted the key feature benefits that were relevant to the target audience segment. We then generated our creative brief and executive briefing deck to get product stakeholder approval for the direction and single-minded campaign message.
We produced various creative campaign concepts and with our stakeholder approval, moved forward with the creative and messaging that tested best with our in-house focus groups. Campaign execution included tactical channel activities; paid, earned, and event activities, including banners that drove traffic to the product download; and event marketing materials such as banners, posters, stickers, and fact sheets. We produced a product feature video with animated segments that were played at events and online.
The campaign resulted in a 15% uplift in net new downloads from the product download page compared to previous months. Hosting service subscriptions offered through Azure also increased in correlation to the product downloads. Finally, we realized a significant uplift in social media following by creating a Facebook product page that garnered 2,658 followers and growing.