Microsoft Windows Live is responsible for creating and deploying locally-relevant digital campaigns for 75 markets worldwide. With a constrained set of resources, the team found it challenging to provide in-market groups with fully localized and optimized campaign assets for global marketing programs. The complexity of the assets and the variety of delivery devices, platforms and channels made the work hard to manage and support.

1. CASE STUDY
Windows Live Marketing Sets The
Bar For Digital Campaign Execution
Microsoft Windows Live is responsible for creating and deploying
locally-relevant digital campaigns for 75 markets worldwide. With
a constrained set of resources, the team found it challenging
to provide in-market groups with fully localized and optimized
campaign assets for global marketing programs. The complexity
of the assets and the variety of delivery devices, platforms and
channels made the work hard to manage and support.
MORE EFFECTIVE
CAMPAIGN MANAGEMENT
Working with the Windows Live corporate team, its creative
agencies and in-market stakeholders, Lionbridge developed a
solution to ensure the successful delivery of globally-consistent,
locally impactful campaigns.
Through its Global Campaign Ops service, Lionbridge works
collaboratively with Windows Live global marketing managers
and in-market stakeholders to develop strategies for campaign
execution. The Lionbridge team manages the collection, localization
and implementation of market changes (marketization) to meet
local expectations before producing and deploying each campaign.
Once a campaign is launched, Lionbridge also provides ongoing
optimization and maintenance.
IMPROVED CAMPAIGN CREATION CHALLENGES
Lionbridge addressed varying multi-market challenges for Windows
Live–including the numerous publishing platforms, multimedia + Generate marketing campaigns on a
components, and analytics sources—by centralizing campaign predictable schedule
management activities through the Lionbridge Global Marketing + Increase campaign frequency and
Ops Center of Excellence (CoE). The CoE provides a consistent reliability
point of leadership for the Windows Live campaign program.
Supporting the CoE are scalable, regional experts who are skilled at + Localize campaign assets for multiple
administering digital assets for local markets and applying corporate markets around the world
campaigns regionally. + Manage corporate, local-market and
third-party entities involved in campaign
Now, when Corporate creates a campaign, each local market creation
determines the components and content they want to use
and Lionbridge adapts them to reflect local preferences and
© 2011 Lionbridge globalmarketingops.com/contact

2. CASE STUDY
expectations. This approach gives Windows Live subsidiaries
control over the campaigns, while Corporate ensures campaigns are
executed consistently.
BENEFITS
Lionbridge also facilitates communication between Windows Live + Greater campaign consistency across
Marketing and the local teams to streamline campaign execution markets
and ensure success. Lionbridge engineers, developers and program
managers understand the nuances of each market and know how
+ Faster go-to-market time for campaigns
to customize campaigns according to local requirements. Lionbridge + Improved in-market campaign success
also provides guidance to Microsoft’s creative agencies on image, + On-demand scalability and support for
video, and content usage in each locale. market expansion
+ Improved best practices, process
BETTER RESULTS AND A GLOBAL innovation and automation
STANDARD OF EXCELLENCE
With Lionbridge managing the campaign process, Windows
Live has improved content consistency and increased campaign
deployment on a global basis. The success of the campaigns has
even prompted Microsoft to designate Windows Live Marketing as
a Global Center of Excellence for Microsoft Marketing Operations
worldwide.
ABOUT
When Lionbridge first began providing support, 30 local markets LIONBRIDGE
used corporate-produced Windows Live campaigns. Each campaign
typically consisted of up to 50 assets including video, HTML landing Lionbridge is a market leader in the
pages, banner ads, audio files and other digital content. Today, globalization services industry. Through
roughly 60 local markets participate, and each campaign features offices in 26 countries and more than 90,000
as many as 400 assets. As the campaigns generate positive results in-market experts, we help companies
more quickly, Lionbridge is supporting more markets and the manage and improve their digital presence
Windows Live team is generating more assets. around the world with our suite of global
marketing solutions.
In addition to increasing the impact of consumer content and greater
in-market campaign success, overall workflow time has been To learn more, visit
reduced by 20 percent, and the time for marketization has been globalmarketingops.com/contact
reduced by 50 percent.
© 2011 Lionbridge globalmarketingops.com/contact