Higher cloud level -Microsoft’s most significant campaign in the B2B area within its 30 yrs history on the Polish market, connected with opening in Poland the first cloud data processing region in CEE
B2B projects are often aggressive, performance-centric, focused on products & brands. We were looking for a different approach. We wanted to raise interest by creating quality content, touching real problems. Because, as we know for exapmle from social media, today’s audience is looking for authenticity. Authentic content engages the audience much more than even the best marketing message of a brand.
That’s why, instead of speaking about ourselves, our strategy was to base the project on authentic stories of our clients.
To build such message, our idea was to give stage to the Microsoft clients – innovators in their sectors, to tell the stories of building their competitive advantage and resilience with the help of Microsoft cloud, in their own words.
To achieve this, we needed to build trust between Microsoft’s communication teams and over 60 customers, invited to the project.