Summary

Agency: Edelman

Client & Project: Microsoft - The Future of Work

Digital films campaign launched in the Dutch market for Microsoft with a focus on getting earned coverage in local media. The deliverables were focus on digital channels with special attention on Youtube and Microsoft owned channels.

I led the whole production and client communications from inception to delivery of the project.

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What was the challenge and how we tackled it

The challenge was to promote Microsoft as a company that is ahead on the hybrid working policy. At Microsoft, the non synchronic flexible work has been reality for a few years, so during the COVID 19 crisis, the company wanted to make a bold statement showcasing their policy about it.

We worked in collaboration with the HR and internal policy makers at Microsoft to work on the campaign concept. The main idea was to launch the figure of the Chief Hybrid Officer (CHO) who would be a new position in charge of keep developing and implementing the hybrid working within the company.

The hero asset was a manifesto video featuring 5 examples of employees with different life styles that show the different possibilities of the flexible working at Microsoft. The concept of the video was playing with the concept of flexibility and non synchronic work, so the video could be watch forward or backward having an slightly change of meaning but still making sense. Also Photo portraits and video cutdowns were created to feature each of the ambassadors, and their individual stories. The whole campaign was enriched with a Social Media campaign, podcasts with the ambassadors and a media presentation to launch the CHO new appoinment.

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What I did

1. Creative concept creation in close collaboration with the Microsoft  team to navigate the different production challenges

2. Pre-production of the project: implementation of the timings plan, budgeting and resources assignment.

3. Oversee junior producer who run the day to day production tasks.

4. Coordination of the film production crew, Photography crew, motion graphics, music and Development of the project to reassure the adequate delivery in terms of quality and timing.

5. Creative production and coordination of different internal and external stakeholders: strategist, creative, marketing team, designers, music composers, filming crew, post-production team and developers.

6. Main point of contact for the client for the full project cycle.

7. Act as production lead during the whole development of the project overseeing the full team and correct compliance with budget and brand guidelines.

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The outcome

Despite the Ukraine crisis dominating the media, the campaign caught the attention of more than 31 national Dutch media and news outlets (ATL & Digital).

Client owned Social Channels (including LinkedIn & Instagram)

• 20,000+ online film views
• 185,000 organic social post engagements
• 70,000 impressions
• Engagements: 1225% of target
• Click Throughs: 202% of target
• Unique Reach: 133% of target

Future of Work Landing Page: 4,079,294 unique visitors

Employee Engagement: Over 70% of Microsoft Netherlands employees attended Inspiration sessions

Commercial Results: One-on-one inspiration sessions about hybrid working with more than 150 customer organizations leading to 40+ new leads in 6 weeks

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