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T. Best Use of Analytics

Honourable Mention
Campaign Title

Microsoft Advertising Influencer Engagement

Microsoft Advertising

Waggener Edstrom Worldwide

Microsoft aimed to drive greater awareness of its digital advertising solutions among agencies and client-side decision-makers. Using keyword-based content searches on Twitter, blogs, and LinkedIn, Microsoft identified 14 key influencers and invited seven of them to Spikes Asia 2012 as special guests of Microsoft, which tailored a unique programme to reinforce the key messages around Microsoft’s “The Next Chapter in Advertising” theme. The response of the invited influencers was generally very positive. Tweets by the seven key influencers reached more than 25,000 people.