Microsoft needed to get college students talking about OneNote—one of the company’s best but least-known productivity apps—it knew a ho-hum banner campaign wouldn’t be enough. So they came to us to help them make a real connection.
With the help of a movie super hero, we shined a global spotlight on a real one. shine the spotlight on a real one.
Enter Albert Manero. By day, a mild-mannered student at the University of Central Florida. By night, the righteous founder of a charity called Limbitless, which provides 3D-printed bionic limbs to children in need. Highlighting his super-heroic efforts showed our audience how good ideas become great ideas when others get involved. Albert’s work also helped us catch the attention of another superhero: Robert Downey, Jr., aka Tony Stark, who volunteered his time to present a custom-designed limb to a star-struck seven-year-old boy.
The Collective Project succeeded by going beyond just the change in product perception that followed the campaign. We demonstrated that when people work together, they create a ripple effect that can change our world.
Results:
- 2 Billion earned media impressions from over 100 traditional media outlets.
- 74+ Million combined video views across social.
- 1000% increase in donations to Limbitless.
Documentation, marketing plans, briefs, content calendars, segmentation, media mix modeling, research, and other strategic documents are confidential. For redacted samples of these reach out to me directly.
