The Collective Project
The Ask:
Microsoft approached us to help advertise their new collaboration and productivity tool, OneNote, to college students through social posts.
Our Solution:
We came back with a campaign not centered on posts, but on activities and ways, people could get involved. Highlighting the power of the product, and more importantly, the power of the audience. We called it storydoing.
We found 3 amazing students trying to do something to better the world that would each benefit from the involvement of others.
Then for each we set-up three phases for their campaigns:
To create awareness we used our platform and media to get the students the attention their projects deserved.
We held an event to get people, targeting students, involved.
We amplified their message by getting somebody with a broader, or different appeal. Along the way, we worked with PR and influencers to further our reach.
The Results:
(Due to the outsized impact of the RDJ video I feel the need to post pre and post video)
Pre-RDJ:
~34% engagement with social media
~8-12% CTR
Post-RDJ
~116% engagement
~15-18% CTR
+5% brand sentiment
Albert Manero
Albert started a program for creating 3D printed bionic limbs for children born with a limb difference at zero cost to their families.
After being introduced by us, Satya Nadella interviewed Albert as one of the five most interesting people he’s met over the course of the year.
Jeffery Copprich
Jeffery lost his sister, Essence, in a car accident as a child. Her impact on his life, and those around him, inspired him to create a library in her honor at her elementary school in Watts.
And yes, that is the legendary Maxine Waters reading to the students.
Neha Gupta
Neha might be the best person I’ve ever met in my life. When she was 9 she sold all of her toys to donate the funds to an orphanage in India. Since then she’s created her own charity, Empower Orphans.
