0
higher social media engagement
0
average contact frequency
0
online leads to retailers and resellers were realized
0
market share with Microsoft Surface Book
Challenge
Carat was asked by Microsoft to introduce Surface Book in the Netherlands. Overall goal of the campaign was to increase awareness and purchase intent for this new laptop, that should lead to a market share of 10% in the market for high end devices. In order to realize these ambitious goals, we had to convince the so-called STEM professionals (Science, Technology, Engineering, Mathematics). We set ourselves the goal of reaching 70 percent of this target group with an average contact frequency of 6. We also wanted to generate at least 1,700 leads online for resellers and retailers.
Strategy
To trigger the professional target group and start the customer journey for a new laptop, we produced video content in collaboration with The Story Lab. Producer Dare Creative took care of the actual production under the guidance of The Story Lab. We produced two long-format videos (90 second with two cutdowns to 15 seconds) in collaboration with the Dutch architect Ben van Berkel, known from the Erasmus Bridge and Arnhem Central, Station. The videos explained how modern technology helps to create revolutionary designs. In order to subsequently engage and convince the target groups of Surface Book, five short videos were produced, providing evidence for "the ultimate laptop". The various features of Surface Book were explained in these short videos. E.g: the feature creative with the Surface pen and highlight the power of being able to play Xbox One games on Surface Book. The video content has been distributed through various media parties, including BeOn, Amnet, DynAdmic, YouTube, LinkedIn and Facebook.
Results
| We created a Power BI dashboard that showed important campaign results, website statistics, online sentiment and sales results. Ten days after the campaign, Google showed a peak in search volume. The social posts containing video content scored 310% better than the Microsoft benchmark of 0.5% in terms of engagement (likes, comments, clicks and shares). The target regarding to unique reach was achieved with an average contact frequency of 5.9. A total of almost 2,100 online leads to retailers and resellers were realized. Overall the Microsoft Surface Book campaign resulted in a market share of 12 percent. |
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