Work Your Way

How do you turn the ordinary into the extraordinary? This was the challenge when it came to influencing creators, doers, and other creatives to use Microsoft Surface products to empower their creations. In the spring of 2019, I set out to craft a strategic campaign that highlighted the flexibility, portability, and innovation of Surface products by collaborating with three creators from diverse industries like photography, interior design, and gaming/entertainment. 

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Armed with the Surface product that fit their needs, these creators were unleashed to do what they do best - create. From exploring Seattle's urban landscapes and nearby natural beauty to uncovering unique thrift finds on a weekend trip in Los Angeles, and even embarking on a whirlwind journey through Prague and Japan, the Surface products became the authentic tools that powered their creative process. Beyond this multi-influencer activation, the campaign also featured a surprise and delight element where multiple creators received a custom-designed Away suitcase filled with Surface goodies, giving them even more tools to elevate their content. 

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I spearheaded the campaign, from defining the strategy to managing the influencers and the content they produced. The results spoke for themselves, with the campaign reaching over 29 million fans, boosting social engagements by 45%, and increasing video views by 27%.