Microsoft Brand Journalism
IT decision-makers listen to their peers, not advertising. To join their conversations, we created something called Brand Journalism. Each day, a dedicated agency "news team" monitors IT conversations and joins the ones we'd like to contribute to by tapping our community of 40+ bloggers.
Case Study
In addition to joining in conversations, the team hosted them and has conducted over 60 hours of audio interviews, chatted live on publisher's sites, curated Twitter feeds like ExecTweets IT, and created roundtable discussions with industry analysts. And instead of using media buys for advertising, we're using them to distribute content.
Recognitions:
Cannes
Titanium, Bronze
D&AD Awards
Digital Advertising
Jay Chiat Awards
Gold, Strategic Excellence