Microsoft
The 2024 Annual Work Trend Index was the first joint report from Microsoft and LinkedIn — and it revealed surprising workforce views of AI. With data from survey respondents across 31 countries, labor and hiring trends in LinkedIn, trillions of Microsoft 365 productivity signals, and research with Fortune 500 customers, the report was must-read business intel. It was up to We. to get it airtime.
The campaign focused on the report finding that workforces were clamoring to use AI, not adverse to it. We. focused especially on reaching creators and younger audiences, including a collaboration with @ResearchDoodles to create digestible data visuals for a younger, diverse audience. Integrated earned, owned and paid tactics — including a joint appearance of both company CEOs on Good Morning America — generated news about what business leaders and employees need to know to be successful in the AI workplace.
Nearly 20,000 report views were logged on day one. Coverage landed in 27 of the 30 top media outlets for business decision makers. The youth effort paid off, with social traffic driving 40% of the report views. Earned online coverage improved by 60%+ YoY.
And our campaign positioned LinkedIn training and Microsoft’s Copilot AI as practical solutions for everyday work pain points, empowering employees’ everyday work, job hunting and skill-building.
“Career coach weighs in on workplace trends for 2024: If you’re looking to make a change and take on a new role in the New Year, we have some advice this morning.”
CBS News
