Microsoft Case study Make Whats Next by Starcom Mexico, m:united

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Make Whats Next

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Industry Software & Multimedia Productions, SaaS
Media Case study
Market United States
Agency Starcom Mexico
Chief Creative Officer Tom Murphy
Copywriter Sarah Menacho
Agency m:united
Production Hungry Man
Released March 2016


Cannes Lions 2016
Cyber Web Campaign: Corporate Image Silver Lion

Credits & Description

Agency: M:United//Mccann
Brand: Microsoft
Country: USA
Advertising Agency: M:United//Mccann, New York
Entrant Company: M:United//Mccann, New York
Media Agency: M:United//Mccann, New York
Pr Agency: M:United//Mccann, New York
Production Company: Hungry Man, New York
Additional Company: Hungry Man, New York
Project Managment Director: Kristin Lillis (M:united//Mccann)
Project Managment Director: Stella Warkman (M:united//Mccann)
Global Creative Chairman: Rob Reilly (M:united//Mccann)
Vp, Account Director: Rosemary Calderone (M:united//Mccann)
Senior Producer: Meg Mccarthy (M:united//Mccann)
Global Strategy Director: Michelle Kiely (M:united//Mccann)
Senior Digital Strategist: Ryan Duffy (M:united//Mccann)
Senior Art Director: Trihn Pham (M:united//Mccann)
Svp, Group Creative Director: Susan Young (M:united//Mccann)
Senior Strategist: Courtney Bernstein (M:united//Mccann)
Managing Director: Kevin Nelson (M:united//Mccann)
Chief Creative Officer: Sean Bryan (M:united//Mccann)
Account Supervisor: Courtney Leblanc (M:united//Mccann)
President: John Dunleavy (M:united//Mccann)
Account Executive: Sarah Livingston (M:united//Mccann)
Svp, Group Creative Director: Daniela Vojta (M:united//Mccann)
Designer: Kelly Kim (M:united//Mccann)
Copywriter: Sarah Menacho (M:united//Mccann)
Chief Creative Officer: Tom Murphy (M:united//Mccann)
Director Of Integrated Production: Aaron Kovan (M:united//Mccann)
Svp, Group Account Director: Jason Kolinsky (M:united//Mccann)
Strategist: Priyanka Nigam (M:united//Mccann)
Group Account Director: Tina Galley (M:united//Mccann)
Senior Project Manager: Vinny Tran (M:united//Mccann)
Makewhatsnext’s impacted more than the brand. It reignited curiosity in culture with searches for the term “women inventors” reaching a 3 year high! Launch alone saw over 14k mentions in Twitter from over 12k individual handles. Since then the campaign has had over 14 million views, creating over 184 million media impression across channels. It received a unanimously positive response, with over 754K shares with a consistently positive sentiment of 99.8%. The campaign drove a 50% increase in engagement on the website, and resulted in 23% lift in searches for “Microsoft”. It delivered a 28 point delta increase on brand attributes such as “Microsoft is a brand I love”.However, these numbers only supplemented our true victory: “Sharing with my 6th grade science classes 1st thing tomorrow! Important for boys and girls to recognize there are women who have made amazing contributions that make our world a better place” – Facebook
Over the years the social conversation about intellectual parity between men and women, especially within STEM has become a “me too” platform; where brands lean-in to offer passive commentary on the problem.Our strategy strives to go beyond and offer a substantive solution. Microsoft launched a Patent Program through an online video, (knowing that teens spend approximately 9 hours per day online for school or homework); the program helped young girls with ideas become inventors and future role models.Microsoft’s powerful message gave young girl’s role models and highlighted women’s contribution to STEM, sparking a conversation with young girls and their influencers too. MakeWhat’sNext wasn’t a tactic to sell something, it was a determined action meant to bridge a gap
Campaign Description:
On International Women’s Day, Microsoft’s Make What’s Next campaign launched alongside our new initiative, the Patent Program. The Patent Program is an annual commitment from Microsoft that will sponsor girls by providing them with a team of experts to help realize their ideas and apply for a patent.The launch video got to the heart of the problem. We asked young girls if they could name any inventors. They quickly named male inventors. However, when asked to name female inventors, their answers, or lack thereof, proved there is a concerning lack of awareness regarding female inventors.However, there are tons of female inventors, we used the launch video to celebrate these women and educate the world about their incredible contributions, making them household names like Einstein or Franklin. It also served as a call to action for young girls to #makewhatsnext and participate in the Patent Program.
Only 7% of US patents are held by women, at the current rate it will take 140 years to reach gender parity. As a member of the science and technology community, Microsoft felt a responsibility to take action. Our brief: Challenge the gender stereotypes, celebrate female role models in STEM (Science, Technology, Engineering and Math) and encourage girls to get involved. Microsoft’s goal is to inspire young girls through celebrating famous women in STEM. By giving them new role models, we hope to change these numbers and increase the amount of girls pursuing STEM, as well as the cultural perception that women don’t like science.
The Make What’s Next campaign launched on March 7, 2016. The following day, the Patent Program was announced during the International Women’s Day Conference at the UN. The launch video was released in over 60 markets and led people to our landing page, which offered girls the tools to #makewhatsnext. Girls learned more about other aspiring female inventors, and a live carousel featured what people were making and sharing using the hashtag. Girls could also learn about other programs Microsoft sponsors such as DigiGirlz, the YouthSpark Hub and of course, the Patent Program. The campaign continued in Austin where we invited girls interested in the Patent Program to talk to role models in tech at SXSW. Girls learned about the patent process and asked questions to help get their projects going. The Patent Program will be an ongoing annual effort, helping girls obtain patents and keeping them interested in STEM.