Microsoft
Months into pandemic-related remote work, the drain of connecting with co-workers, friends and loved ones solely through screens was taking a toll on workforces. Microsoft sought to strengthen workplace networks, decrease isolation, and head off misunderstandings that come with nonverbal communication. And make it fun.
In the buildup to our campaign launch on World Emoji Day, Microsoft’s “Chief Emoji-ologist” previewed designs for over 1,800 existing and five new emoji with consumer, tech and lifestyle influencers. A social-first strategy, content published on Microsoft’s design-focused Medium page, a sponsored article reaching 200K creatives and a call-to-action built around Clippy, Microsoft’s polarizing yet iconic legacy office assistant, created cross-audience appeal.
Clippy teaser posts drove the highest-ever volume of engagement on Microsoft’s Twitter and Instagram channels, a combined 432K engagements and 11.7M impressions. Interest was global and sustained, with ~500 broadcast mentions and 146 placements in targeted lifestyle, business and general interest publications, from The Wall Street Journal to Popular Science.
And Microsoft 365 earned currency for bringing much-needed humanity to remote work.
“We need this. The world needs this. Clippy is healing.”
Post from user on social
