After Microsoft’s major campaign for OneNote (part of the Microsoft Office Suite), Microsoft wanted to build the relationship with their audience, increase brand awareness and acquire new users through ongoing social content.
OneNote’s product-focused content failed to engage users and lacked a distinct brand, point of view and tone.
OneNote had an opportunity to capture the everyday lifestyle space whereas their competitors focused on male-dominated, professional spheres like tech or heavily creative fields.
OneNote’s original demographic target limited the brand’s potential to unite broader communities with similar mindsets and stifled creative development.
Following The Collective Project’s social good component and Microsoft’s nod towards productivity with a purpose, OneNote had the opportunity to tap into a greater cultural movement around conscientious productivity.
STRATEGY + RESULT
United demographic targets under one over arching conceptual target that is culturally relevant, capitalizes on the white space and is an area the product can own.
Developed a distinct tone of voice and visual connective tissue for ongoing social content that OneNote could own.
Branding exercise and targeting has informed work to-date and has influenced over hundreds of pieces of content.
Social following doubled over the first five-month period.
The success of the channel contributed to organic growth within the account.