1. 1
TheMicrosoftStore
ExpansionStory
JensReisswig,Arvato

2. 2
TheMicrosoftStoreSuccessStory
1 Localisation
2 Brand Awareness
3 Direct Response

3. 3
StatusCountryExpansion
Roll-Outuntil2012:
United Kingdom
Canada
Australia
Germany
France
Brazil
Norway
Sweden
Netherlands
Denmark
Switzerland
Italy
Russia
Belgium
Spain
Finland
Ireland
Austria
New Zealand
Roll-OutQ1/2013:
Mexico
Singapore
Poland
Czech Republic
Luxembourg
Hungary
Greece
Portugal
Roll-OutQ2/2013:
Korea
China*
South Africa
Taiwan
Chile
India
Israel
Argentina
United Arab Emirates
Colombia
Turkey
Saudi Arabia
Malaysia
Thailand
Philippines
Indonesia
Venezuela
Costa Rica
Slovakia
Peru
Kuwait
Hong Kong
Japan*
+ 19 countries
+ 8 countries
+ 23 countries
Demand Generation

4. 4
Preparingyourbrandformarketentry
• Getting a brand ready for market expansion, the
things you need to know;
• Customers
• Competitors
• Operations:
• Language (consider countries with more than 1 language)
• Currency
• Shipping (ESD vs. physical box product)
• Payment methods (big differences, e.g. US compared to
Brazil)
• Different look & feel of websites (Europe vs. Asia)

5. 5
1 Localisation
2 Brand Awareness
3 Direct Response
TheMicrosoftStoreSuccessStory

6. 6
BrandAwareness
Growing the brand and sales in Russia

7. 7
Productspromotedincampaign
We promote Windows, Office, Surface & Developer products in Russia

8. 8
Approach

9. 9
YouTube-Resultsover3moths
Impressions - 24 Million
Number of unique viewers of ad - 4,983,811
Frequency - < 3 times

10. 10
250%GrowthinBrandAwareness
Brand Impressions growth on Yandex

11. 11
TheMicrosoftStoreSuccessStory
1 Localisation
2 Brand Awareness
3 Direct Response

12. 12
DirectResponse
Maximising the revenue potential of the ‘Office for Mac’ product
range on a global scale

13. 13
Connectingwiththe‘OfficeforMac’customer

14. 14
Approach

15. 15
Approach
• We created a regional Search Interest Map
• We ran targeted campaigns using message variations by tonality, time of
day and geography

16. 16
Uplift

17. 17
‘OfficeforMac’Results

18. 18
Takeaways
• Think global, act local!
• Localise and optimise ads & campaigns
to increase conversion-rates
• Search and display provide immediacy
and effectiveness
• People can be similar internationally

19. 19
Leading search and display specialist
driving a step change in performance
Best Use of MobileGrand Prix Award Innovation in PPC Best Use of Mobile