Microsoft
With criminal nation-state cyberattacks growing in complexity and frequency, Microsoft was at a crossroads. Along with a new all-of-company drive for heightened cyberprotection, the company needed to strike a fine balance: taking responsibility for the impact of cyberincursions on customers while explaining the complexity of emerging security challenges.
To support Microsoft’s new Security First Initiative, We. went deep to ensure the communications were focused on full engagement with the security influencers who shape broader dialogue the most. We used the latest analytics tools to ensure a data-driven view of the layers of influence that would drive Microsoft’s story to the right set of customers and industry followers, investors, partners and policy/government officials.
We. structured the approach so customers heard from Microsoft before reading the latest in the media. That meant an emphasis on owned media — blogs from key executives and long-form LinkedIn content — allowing for deeper dives into Microsoft’s commitments, a show versus tell approach.
Customers got the message: Microsoft platforms, already hardened, were evolving to reflect shifting threats and ensure security.
When the initiative was announced, it stood out among the top stories in business, policy and tech sectors and ranked No. 1 on Techmeme. Coverage recognized Microsoft’s awareness of the cyber-risks, its role as a leader in the industry to safeguard customers, and the urgency of advancing to the next level of defense against cyberattacks.
“Nadella wants Microsoft employees to approach the challenge of overhauling security ‘with both technical and operational rigor …. It’s everyone’s top priority and our customers’ greatest need.’"
The Verge
