Microsoft / Student
Made Microsoft relevant to students by transforming their marketing website into a content platform—filled with tutorials, templates & stories helping graduates enter the professional world.

 


Channels: Content. Digital. Community Creation. Education.
Role: Creative Lead / Content Lead.
Agency: McCann SF.

 
 

The Challenge
Microsoft wanted to win the interest of students, but at the time, Microsoft was reported to be one of the least-liked brands by that audience. And the previous version of their student website was created only 6 months prior (by another agency) and it was not doing well.

McCann asked for a redesign to make it resonate with students better.

Insight
I first convinced McCann that a marketing-only solution would not convert a marketing-savvy generation who isn’t affected by traditional advertising.

Then thought about the knowledge gap where university doesn’t prepare us for the first daunting steps into the professional world. And saw this as an opportunity for the brand to genuinely fulfil.

The Solution
We transformed Microsoft.com/Student into a huge platform filled with: tutorials, templates and stories helping students start a professional future, manage a student life, and make their daily study tasks easier. All content was created with Microsoft products, proving Microsoft’s relevance.

I worked with one of the best teams ever. And this project became an example at McCann for moving forward.

 

Recruiting The Audience
I recruited the entire McCann intern team. As they were our target audience beginning their careers. Then we recruited university students to further manage and own the platform.

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.

 


Meaningful Content
Showing Not Telling

Examples
Here to the right are content examples in 3 main areas. Yet the platform was far more robust.

Future:
• How to prepare for interviews.
• Tips on networking.
• Getting a work recommendation from a professor.
• Writing a great cover letter.
• How to highlight your experience.

Studies:
• Manage a student budget.
• Doing citations fast.
• Using a digital notebook.
• Improving organization.
• Dealing with data loss.

Life:
• How to write your legislator.
• Making a monthly budget planner.
• Stories about studying abroad.