Microsoft AI Amplification

Client: Microsoft 

Project Title: Microsoft AI Amplification

Background

Microsoft is a tech leader in software, digital services, and devices, including Windows and the Xbox console. Today, Microsoft is a major player in Artificial Intelligence, integrating it into their products and research.

Brief

AI is a hot topic, with tech giants engaged in an arms race to lead the pack. Microsoft, a key player in the space, tasked us with spearheading a campaign to raise awareness and drive traffic to the landing page for their new generative AI-powered innovations through Microsoft Azure OpenAI Service. 

The focus was to showcase the benefits of Microsoft’s AI solutions and its leadership in advancing AI technology. The campaign aimed to engage a targeted audience, demonstrating the practical applications and benefits of Microsoft’s AI solutions while positioning the company as a frontrunner in the AI landscape.

Response

To amplify Microsoft’s message and campaign, we implemented a comprehensive media plan tailored to maximise reach and engagement. “Beginning with a detailed strategy session, we identified key parameters for each article (Generative AI, HKU, Generative AI, Ask AI Guru, Generative AI, OCBC, and Generative AI, Aisin), including platforms for amplification, target regions, audience demographics, ad spend budget, estimated views, ad schedule, and captions,” explained Chrissa Mahtani, the projects Account Director.  

Once the plan was approved, campaigns were set up on various platforms with platform-specific parameters, utilising A/B testing of captions, images, and audiences to optimise performance. Throughout the campaign’s duration, ongoing optimization techniques were implemented to ensure optimal return on investment.

“Key channels utilised during the campaign included Facebook and X (Twitter), chosen for their wide-reaching capabilities and targeted advertising options,” Chrissa said. Additionally, A/B testing served as a pivotal tactic, allowing us to refine messaging and targeting strategies based on real-time data and audience feedback. Upon completion, a detailed report was compiled, providing comprehensive performance statistics for evaluation.

Outcome

The campaign was a success, drawing significant interest. Facebook outperformed X (Twitter), with 15.9 million impressions on X (Twitter) and a remarkable 57.8 million impressions on Facebook.