Microsoft OneDrive: Save Yourself Campaign

The Ask:

Increase share of voice and positive sentiment relative to OneDrive’s cloud storage competitors.

 

The Challenge:

OneDrive is the key entry-point to M365 subscriptions as the top upsell app for Microsoft’s freemium ecosystem business. However, brand familiarity remains low and product features don’t set it apart from the competition.

 

The Solution:

To encourage usage of Microsoft OneDrive and reposition the product as the most secure and accessible cloud storage destination, we needed to stop focusing on specs and features and broaden the audience beyond just business. We needed to focus on the why OneDrive would be important to a consumer audience of families, creatives and young professionals with more emotionally driven use cases. Our Save Yourself campaign focused on the universal feelings someone has when they’re not quite sure where their most important stuff is saved.