Microsoft
Microsoft’s work trend index research showed taking breaks between virtual meetings reduces stress, alleviates meeting fatigue and improves focus. The company wanted to encourage millennial and Gen Z workers to reinstate regular breaks as a workplace wellbeing norm.
For National Cookie Month, We. created “THINVITES,” a series of 15-minute calendar holds that protected time on workday calendars for short snack breaks. Each included a link to a Microsoft Teams Live event that streamed “Return to Pawfice,” a playful, workplace-themed video. The first 2,800 to sign up received free, limited-edition, M365-branded OREO Thins cookies.
A “Clippy Dippy” cookie-dunking accessory and OREO emojis in Teams capitalized on millennial and Gen Z fandom for both. Social posts on owned channels, cookie kit deliveries to over 200 media outlets and creators, and influencer marketing sustained momentum.
Close to 5,000 people signed up for snack breaks, with kits snapped up in under 24 hours. Instagram and Twitter posts on owned channels performed at twice the monthly average for total engagements.
And with 234M+ earned and 921K+ social media impressions, we sparked a cultural shift toward normalizing breaks in the workday when workers needed it the most.
“Take back 15 minutes of your day by signing up for the @OREO and @Microsoft THINVITE at the link in my bio #ad #corporate #wfh”
CorporateNatalie, TikTok influencer
