Project Title: Culture of Innovation Animation and Amplification Campaign
BACKGROUND
Innovation becomes a necessity in a time of crisis and provides opportunities for those who are willing to take the risk. Microsoft partnered with IDC to produce a study Culture of Innovation: Foundation for business resilience and economic recovery in Asia Pacific on how businesses across the region reacted to the pandemic and rethought their business models.
BRIEF
Microsoft wanted to raise awareness around their findings and entice viewers to read more in the full report. They approached us to create an animation that highlighted the most interesting findings from the study, of which will then be localised to 15 APAC markets.
We were also tasked with amplifying the animation, and an accompanying carousel, for Singapore on LinkedIn. The aim was to drive page views to their main landing page.
RESPONSE
We created 16 versions of the animation video with insights for the following markets, each in their own native languages:
- Asia-Pacific
- Singapore
- Australia
- New Zealand
- India
- Malaysia
- Philippines
- China
- Japan
- Taiwan
- Vietnam
- Hong Kong
- South Korea
- Thailand
- Indonesia
- Sri Lanka
Check out the main APAC animation here:
The LinkedIn amplification campaign for the animated video was scheduled to run for a month from September to October 2020, targeting job seniorities including “Partner”, “Owner”, “CXO”, “VP”, “Director”, “Manager”, “Senior”, and “Proprietor”.
Since the findings of the study would be relevant to a number of different companies in varying sectors, the targeting parameters were also expanded to include a wide range of industries, from “Information Technology & Services” to “Retail” to “Logistics & Supply Chain”, among numerous others.
Separately, a carousel was also created as part of the same amplification campaign to supplement the animation video. Scheduled to be live with the animation ad simultaneously in the same timeframe, the carousel was also built with the same targeting parameters with regards to the audience demographic.
The carousel featured seven slides in total, each presenting a different statistic from the study. To maximise the effectiveness of the carousel in driving page views, each slide is also hyperlinked to the landing page.
OUTCOME
The LinkedIn amplification campaign for the video garnered close to 20k views, and a substantial percentage of those viewers watched the entire animation video. The campaign also had an engagement rate that greatly surpasses the 1.6% global benchmark of video sponsored content.
The carousel garnered over a hundred link clicks in total. The cost per click from this campaign was also far lower than the global benchmark of $5.33, which indicated a strong bidding strategy for Linkedin.
Here are some screenshots from the localised versions of the animated video:
