Microsoft:
Upgrade Your
World

The Ask:
Microsoft had two seemingly separate goals: effectively promote the new Windows 10 operating system, as well as build positive momentum for causes they and their audience cared about.

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The Challenge:

While Microsoft is an undeniable force, they’ve lacked a passionate brand following. As companies like Apple have built an audience of aspiring creatives, Microsoft’s reputation has been grounded in work, utility, and productivity. And it was time for a refresh.

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The Solution:

Together with Microsoft we launched the world’s largest global social vote – #UpgradeYourWorld – and asked everyone to help choose a nonprofit to receive a $500,000 donation by casting their votes on Twitter and WeChat. We created shareable content so nonprofits could communicate with voters easily and effectively. By design, the voting process took center stage and revolved around nonprofits, their causes, and their supporters – not Microsoft products. With a goal of 1 million video views total, we reached a view count of 1.1M in 24 hours. We aimed for 1 billion impressions, and hit that goal in just 14 days. Upgrade Your World successfully grew awareness far beyond the brand’s current and future nonprofit partners