The document provides an overview of a marketing campaign for Office 365 launching on March 21st in select markets. The campaign aims to increase relevance and engagement with customers by taking a targeted approach that learns from customer behavior. Key goals are to drive the perception that Office 365 is their office solution, raise awareness and grow interest through localized content and tools, and build on learnings from customer interactions. Metrics like page views, unique visits, bounce rates will be tracked to understand audience actions.

1. March 2014
Trine Tirsgaard, Director consumer marketing Western Europe

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30% Music Producer /
25% Fashion Designer /
20% Singer /
10% Skateboarder /
10% YouTube Innovator /
5% Sculpture Artist
Tell me I’ll forget
Show me I might remember
Involve me and I’ll
understand!

3. 3
As a category we
have become a
little predictable
haven’t we….

4. FROM
THROWING PEBBLES
CUSTOMERS
MESSAGES - SAYING
INTERNAL ECOSYSTEM
TO
BIGGER WAVES
CONTRIBUTORS
EXPERIENCES - DOING
FULL ECO ALIGNMENT

5. Buy Office 365?
Give me the
one reason..

6. Invite Engage Amplify
Invite to inspire
Qualify traffic through
trusted media letting
customers access
relevant data. Have
them participate when
they are most likely to
be open and involved.
Engage
We engage via
tools and user
scenarios that
specifies directly to
their industry
Amplify
Trust and customer
driven content drive
leads. Commercial
impact and
amplification through
ambassadors and
partners.

7. Creative
Creative execution O365

8. Targeted approach - a new digital motor to increase the relevance and engagement AND
TO LEARN FROM CUSTOMER BEHAVIOR
Project driven out of Denmark with the WE project team
Campaign launch 21st of March of the first markets:

9. Drive perception
of O365
Move the generic
concepts of
"Productivity in the
cloud" to
“This is your office
solution" - less complex
9
Awareness &
grow interest
…via localized
content, interactive
tools and vertical
messaging,
segmented at
specific markets
Build on
learnings!
Learning from
interactions!
WebTrends to track
behavior and
understand the
audience actions +
Postlaunch update
Governance
Global alignment
and adjustment:
industry
segmentation,
industry readiness,
use of digital social
platforms,
governance...

10. Page views
new/returnin
g
Unique
Visits
Page views /
Visit
Linkedin
CTR/AVG
LP CTR/AVG
Average
Time on Site
Bounce
Rate/AVG
33,456 13,600 2.46 0.11/0.08 25/8% 1M 10S 28/40%

13. Volume login via LinkedIn (

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