In the PC industry, it’s a constant struggle for market share. With back to school season soon approaching, Microsoft wanted to proactively engage with college students searching for the perfect computer. Because of its highly social nature and propensity to rely on peer input to authenticate marketing messages, this audience needed messaging that incorporated real stories from actual Gen Y users.
In a partnership between Microsoft Advertising, Bazaarvoice and Unicast, People Powered Stories was brought to life. PPS integrated authentic student ratings and reviews into ads that ran on Microsoft sites.
The campaign delivered.
· Ad believability increased 20 points above the market norms for technology ads
· 6.3% lift in purchase intent
· 13.5% lift in unaided brand awareness
For more information on People Powered Stories, please visit us hereand begin your own brand story.