Microsoft wanted to reach boutique web designers and developers to introduce them to WebMatrix.
Microsoft contacted iSoftStone to create and execute a tactical integrated marketing campaign to drive awareness and adoption of Microsoft WebMatrix. It was vital that this campaign demonstrate the features, benefits and relevance of Webmatrix in a way that would speak to both designers and developers. The main KPI for measuring success of this campaign was through increased WebMatrix trial usage.
Aligning the vision
As part of our strategic consulting and creative brief discovery process, we identified and highlighted the key feature benefits that were most relevant and attractive to the target audience segment. Then, we generated our creative brief and executive briefing deck to get product stakeholder approval for the direction and single-minded campaign message.
We produced various creative campaign concepts and, with Microsoft WebMatrix stakeholder approval, moved forward with the creative and messaging that tested best within our in-house focus groups. Campaign execution included tactical channel activities across paid, earned and owned, as well as event activities. In addition, we created display ads and banners that drove traffic to the product download page. We also created a number of collateral pieces including banners, posters, stickers and fact sheets, communicating key messaging and evangelizing features and benefits. We produced a product feature video with animated segments that were played at events and online.
Delivering results for Microsoft WebMatrix
The campaign resulted in a 15% uplift in net new downloads from the product download page compared to previous months. Hosting service subscriptions offered through Azure also increased in correlation to the product downloads. We also recorded a significant uplift in social media following by creating a Microsoft WebMatrix Facebook product page that garnered 2,658 followers and growing.
To learn more about Microsoft WebMatrix visit: https://www.microsoft.com/web/
For more information about iSoftStone’s digital and creative offerings visit: http://isoftstoneinc.com/practices/#digital