Microsoft / Student
Creating Relevance & Reinventing A Business Model

Made Microsoft relevant to students by transforming a marketing portal into an insight and story-sharing platform helping upcoming graduates enter the professional world.

Role: Creative Lead / Content Lead.
Agency: McCann SF.
Channels: Digital. Community Insight-Sharing Platform.

 
 

The Challenge
Microsoft wanted to win the interest of students about to enter the professional world. But we faced the additional challenge of having to beat the results of a website version finished and launched only 6 months prior!

The client requested for their student home site to be rebranded and made more attractive to students by changing its tone, imagery and design.

The Solution
I proposed that a superficial change wouldn't have an effect on a savvy student generation who doesn't respond to traditional advertising models. I then convinced McCann that in stead we’d create a student platform filled with useful resources helping them in that difficult transition from finishing university to entering the professional world. And therefore we’d prove Microsoft's relevance rather than only talk about it.

I transformed Microsoft.com/Student from being a traditional product marketing portal telling students they should buy Microsoft products, into a platform using Microsoft Office products to give students: free tutorials, templates and shared field stories helping them transition into the professional world, managing student life, and tips for their imminent professional future. 

*See the website images for content examples.

 

Communities
I'm interested in activating communities of audiences sharing circumstances. And often champion a natural interaction between those communities and a promise that a brand can genuinely fulfill.

McCann's Interns As Target Audience
I recruited McCann's interns to help us develop the type of content they needed as they began their lives in the professional world. We then recruited students at universities to further develop and own the platform.

*McCann used this project as an agency best example, and I was invited to join their team as a full time Creative Director.

 

 

RESULTS
322% Increase in product offer engagement.
49% Increase in unique visitors.
18% Increase in homepage landing engagement rate.
40% Increase in average page views per visit.

ZD NET REVIEW
“Microsoft student rises like a phoenix from the beta ashes” - Zach Wittacker