Microsoft Azure
Connecting business leaders
Social and influencer campaigns are not just for B2C. With a skills shortage in the tech sector Microsoft recognised a need to increase the number of Azure certified professionals and we knew an influencer campaign celebrating authentic ambassadors would do the job.
Services
Strategy, Influencers, Media, Community Management
The brief
Microsoft Azure has been rapidly expanding in NZ and getting close to taking over its competitor as #1 cloud provider. This campaign was designed to convert competitor Certified Professionals to Azure conversion courses run by Microsoft Learning Partners. The project had to not only be engaging but distinctive in its flavour and style as well produce tangible results at the bottom of the funnel. There were some hard-hitting KPI’s to hit.
The work
The role of influencers throughout this campaign was to showcase the appeal of being Azure Certified and drive free course sign-ups.
To do this, Socialites identified the following people to deliver key campaign messages:
- Industry Experts as thought-leaders
- Credible Partners as future employers
- Certified students as Azure advocates.
The content presented as video testimonials from different types of influencers; Industry experts, MS partners and Certified students shared key benefits of being Azure certified from their point of view. The interview format instantly humanised the subject, made it more relatable and injected real personality and substance to the campaign. Viewers were instantly drawn in and engaged.
Overlaying our content strategy with super targeted media enabled us to reach the right people, with the right message and to drive those sign ups. We ran three waves of paid ad campaigns on LinkedIn, targeting three key groups to convert and our targeting was spot-on, given the results.
Smashing all KPI’s wasn’t the only thing to be proud of – we identified and proved that influencer marketing is not just for B2C and by imbuing a human element into a brand can work wonders for acquisition.
The outcome
Overlaying our content strategy with super targeted media enabled us to reach the right people, with the right message and to drive those sign ups. We ran three waves of paid ad campaigns on LinkedIn, targeting three key groups to convert and our targeting was spot-on, given the results. Smashing all KPI’s wasn’t the only thing to be proud of – we identified and proved that influencer marketing is not just for B2C and by imbuing a human element into a brand can work wonders for acquisition.
