Campaign Strategy
On my second day on the job after having moved across the country a week earlier from New York to Seattle, I was put on a fast-paced, three-month long campaign and activation. In addition to client goals being met and some historical wins for the agency, our team learned some valuable goals in how to find our way without a road map.
Award-Winning Microsoft Campaign
Cannes-Winning, went viral, delivered client ROI and brought attention to student-run causes.
OPPORTUNITY
Engage and bring in new users (college students) to Microsoft’s digital note-taking product.
Three activations over three months
Briefed creatives, chose and briefed influencers, coordinated with media and social strategy on three activations that included events, paid media and content.
PROJECT ROLE
Strategic lead on day-to-day strategy in three-month activation including influencer marketing, event activations and creative development.
Content from campaign went viral
Seeded on Facebook through Downey’s own Facebook page, content went viral, gracing news outlets and social feeds throughout the country during a time when Facebook was not yet thought of as a platform that could achieve that.
RESULTS
Campaign surpassed original client goals, went viral reaching over 2 billion impressions, won the agency’s first Lion as well as multiple other industry awards and delivered attention and donations to nonprofits highlighted in campaign.