'Disruptive content - Getting maximum impact from one idea' - Tejal Patel, Microsoft

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The document outlines a marketing strategy to promote the Lumia 635 smartphone by generating buzz around Cortana and Windows mobile. It proposes creating a video pitting Cortana against Siri to tap into millennials' desire to feel important. The goals are to increase video views and shares on digital channels like social media at a key competitive time to drive Lumia 635 consideration. The results were over 6 million video views across channels and positive PR coverage, exceeding targets.

Marketing

‹#›
Objective: Use Cortana as hero KSP for
Lumia 635 to generate conversation around
Windows mobile and drive consideration
Strategy: Take lead from Microsoft TVC
and create a “conflict” pitting Cortana
against Siri. Tap into millennials desire to
feel important by leveraging KSPs that
differentiate Cortana from Siri. This video is
meant to be a hook and conversation
starter, not an advertisement.
Create a consumer touch point strategy to
fully amplify the content.
Key Metrics: Video Views, shares
The challenge

‹#›
Social Media
PR
Fixed web
Mobile
Influencer support
Own media
Integrated disruption

‹#›
Blockbuster Discovery: Leverage digital channel strengths and varied cost models to increase visibility of full-length “Group
Therapy” video to find users in mid/upper funnel during key competitive timeframe to drive Lumia 635 product
consideration
Bought media strategy

‹#›
Disruptive media buys
*Clicks through to video on YouTube

‹#›
0
1,500,000
3,000,000
4,500,000
6,000,000
9/6 9/7 9/8 9/9 9/10 9/11 9/12
During the iPhone 6 announcement, @NokiaUS seized on the real-time discussion
to showcase Cortana, a key competitive advantage vs. Apple.
Twitter believe our social media strategy for Group Therapy was a great case study and sets a
benchmark.
Hourly Conversation
Competitive conquesting

‹#›
We surpassed our aggressive
target of 5 million video views,
receiving 6.4 million total views
across all channels in less than
one month. Best ever result for
Lumia US video content.
Result

‹#›
PR efforts secured 18 online media articles across key tech
and enthusiast sites for both teaser content and hero video,
including:
• Computer World
• Geek Wire
• Nokia Innovation
• Phone Arena
• WP Central
• 1800PocketPC
These articles generated 13.5MM
media impressions,
delivering 135% of target.
PR coverage

Summary of results
102M
video
impressions
6.4M
video
views
14,370
Shares
13.5M
media
impressions

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'Disruptive content - Getting maximum impact from one idea' - Tejal Patel, Microsoft

1. Disruptive content Tejal Patel @tejp

2. ‹#› Objective: Use Cortana as hero KSP for Lumia 635 to generate conversation around Windows mobile and drive consideration Strategy: Take lead from Microsoft TVC and create a “conflict” pitting Cortana against Siri. Tap into millennials desire to feel important by leveraging KSPs that differentiate Cortana from Siri. This video is meant to be a hook and conversation starter, not an advertisement. Create a consumer touch point strategy to fully amplify the content. Key Metrics: Video Views, shares The challenge

3. ‹#› Social Media PR Fixed web Mobile Influencer support Own media Integrated disruption

4. ‹#› Blockbuster Discovery: Leverage digital channel strengths and varied cost models to increase visibility of full-length “Group Therapy” video to find users in mid/upper funnel during key competitive timeframe to drive Lumia 635 product consideration Bought media strategy

5. ‹#› Disruptive media buys *Clicks through to video on YouTube

6. ‹#› 0 1,500,000 3,000,000 4,500,000 6,000,000 9/6 9/7 9/8 9/9 9/10 9/11 9/12 During the iPhone 6 announcement, @NokiaUS seized on the real-time discussion to showcase Cortana, a key competitive advantage vs. Apple. Twitter believe our social media strategy for Group Therapy was a great case study and sets a benchmark. Hourly Conversation Competitive conquesting

7. ‹#› We surpassed our aggressive target of 5 million video views, receiving 6.4 million total views across all channels in less than one month. Best ever result for Lumia US video content. Result

8. ‹#› PR efforts secured 18 online media articles across key tech and enthusiast sites for both teaser content and hero video, including: • Computer World • Geek Wire • Nokia Innovation • Phone Arena • WP Central • 1800PocketPC These articles generated 13.5MM media impressions, delivering 135% of target. PR coverage

9. Summary of results 102M video impressions 6.4M video views 14,370 Shares 13.5M media impressions

10. “I want to be part of stuff…"

11. ‹#› Thank you  @tejp

'Disruptive content - Getting maximum impact from one idea' - Tejal Patel, Microsoft

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