WINDOWS PHONE

In a market dominated by iOS and Android, we drove strategy, creative, and management for Windows Phone’s social channels—creating a thriving community of fans advocating for this challenger brand.

THE CHALLENGE

Reestablish a mobile phone brand and position them as a buzzworthy mobile ecosystem.

THE APPROACH

When we teamed up with Microsoft to launch the new Windows Phone, the venerable company wasn’t on anyone’s radar compared to iOS and Android. To change that, we knew we had to build up advocacy and engagement. We started with “Backstage”, a pre-launch community platform that attracted more than 150,000 registrants. We went on to become lead social agency and establish Windows Phone’s Facebook, Twitter, YouTube, Pinterest, Storify, and Tumblr channels. Through continued monitoring of these key channels—we created integrated campaigns focused on challenging competitors and playing off our key demographics’ passion for photography. We launched 45 devices, 4 OS updates, 6 social channels, and broke through the competitive smartphone market to become the leading alternative to iOS and Android.

The ability to personalize your screen makes Windows Phone a vibrant brand, so we used colors and customization to make their social content pop.
We turned to the Tumblr world to underscore key features and help people understand why they should consider switching to Windows Phone.
Twitter gave us a chance to develop a rapport with Windows Phone fans while creating buzz about the phone’s features.
We used Pinterest to zero in on things that made the Windows Phone ecosystem stand out from the crowd, including an amazing camera on Nokia phones.

For Halloween we gave people instant costumes via their mobile phone and they shared out pics on their social channels.

THE RESULTS

1.65 Billon media impressions

14 Million clicks

832k Stories generated

CREDITS
Joe Volpicelli, ECD
Marshall Wright, Connections Director
Brian Thompson, ACD
John Livingston, Sr. AD
Scott Youngblood, Sr. CW
Troy Anderson, AD