One of the things we’re always keen to talk about here at Microsoft Advertising is the spirit of partnership we have with our clients. So we were particularly pleased recently to be nominated in the ‘Best contribution to a campaign by a media owner’ category for our two of our campaigns for Ford and HP in the upcoming Festival of Media Awards (PDF).
But what made these so special?
The Ford Galaxy User Engagement campaign
From our audience insights and research we know that consumers use reviews and recommendations as a main source in their decision making process to purchase brands (see our recent New Shopper Journeys study as an example). When coming up with the solution to launch the Ford Galaxy in Germany, the Microsoft Advertising team used this insight to come up with a unique campaign on our Ciao shopping comparison site combining search, social media and video content in a unique branded experience that included users as an integral part of the campaign itself – carrying out test drives, sharing video diaries and social networking.
The results were impressive, reaching 3 million unique users, generating over 70,000 clicks on the campaign site, and with the car getting a star rating of a whopping 5 out of 5 average.
HP Families of the Future campaign
When HP wanted to position themselves as an innovator in technology to promote their TouchSmart range of products they turned to our Creative Solutions team to come up with a campaign idea. The aim was to target the ‘Confident Families’ audience – young thinking, style conscious but busy people.
A branded hub on MSN designed to mimic HP’s brand standards was created, which included fascinating insights of what future technology could possibly look like through the use of videos and photo galleries with compelling content, imagery and engaging captions. Users were then directed to the Families of the Future experience via homepage editorial placements, targeted media placements and channel specific branded content.
Again, the results were pretty astonishing: Over half a million unique users spending over 7 minutes each on the site - the equivalent of something like 3.2 years spent engaging with the content and brand – a pretty good outcome for HP. You can view the HP campaign in our Creative Showcase
Winners of the Festival of Media awards will be announced on 10th May.
To follow the action go to: http://twitter.com/FestivalOfMedia
Thanks for reading,