Archive: Microsoft / Student
Made Microsoft relevant to students by creating a content platform—filled with tutorials, templates & stories helping graduates enter the professional world.
Channels: Content. Digital. Community Creation. Education.
Role: Creative Lead / Content Lead.
Agency: McCann SF.
RESULTS
322% INCREASE IN PRODUCT OFFER ENGAGEMENT.
49% INCREASE IN UNIQUE VISITORS.
18% INCREASE IN HOMEPAGE LANDING ENGAGEMENT RATE.
40% INCREASE IN AVERAGE PAGE VIEWS PER VISIT.
Archives & New Relevance
Although this project is older, with the importance of communities on social media, this project has gained more relevance.
The Challenge
Microsoft needed to win the interest of students, but at the time, Microsoft was reported to be one of the least-liked brands by that audience. And the previous version of their student website was created only 6 months prior (by another agency) and it was not doing well.
McCann asked for a redesign to make it resonate with students more.
Insight
I first convinced McCann that a marketing-only solution would not convert a marketing-savvy generation who isn’t affected by traditional advertising.
Then I thought about how university doesn’t prepare us to navigate the first daunting steps from education—into entering the professional world. And saw this knowledge gap as an opportunity for the Microsoft Office brand to genuinely fulfill.
The Solution
We transformed Microsoft.com/Student into a huge platform filled with: tutorials, templates and stories helping students start a professional future, manage a student life, and make their daily study tasks easier. All content was created with Microsoft products, proving Microsoft’s relevance.
I worked with one of the best teams ever. And this project became an example at McCann for moving forward.
Recruited The Audience
I recruited the entire McCann intern team to work on this project. Then we recruited university students to further manage and own the platform. After all they were our target audience about to begin their careers.
Meaningful Content
Examples
Here to the right are content examples in 3 main areas. Yet the platform was far more robust.
Future:
• How to prepare for interviews.
• Tips on networking.
• Getting a work recommendation from a professor.
• Writing a great cover letter.
• How to highlight your experience.
Studies:
• Manage a student budget.
• Doing citations fast.
• Using a digital notebook.
• Improving organization.
• Dealing with data loss.
Life:
• How to write your legislator.
• Making a monthly budget planner.
• Stories about studying abroad.