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Microsoft – Internet Explorer 8

Microsoft – Internet Explorer 8. 01.07.2010 – 30.09.2010. The client. Microsoft Corporation or often just MS is an American multinational computer technology corporation with 79,000 employees in 102 countries and global annual revenue of US $51.12 billion as of 2007.

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Microsoft – Internet Explorer 8

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  1. Microsoft – InternetExplorer8 01.07.2010 – 30.09.2010

  2. The client • Microsoft Corporation or often just MS is an American multinational computer technology corporation with 79,000 employees in 102 countries and global annual revenue of US $51.12 billion as of 2007. (http://www.microsoft.com/msft/earnings/FY08/earn_rel_q4_08.mspx) • Provides • licenses • wide range of software products for computing devices • hardware devices • … and new SKYPE’s owner  These products have prominent positions in the desktop computer market, with market share estimates as high as 90% or more as of 2003 for Microsoft Office and 2006 for Microsoft Windows.

  3. The brief • Product • Internet Explorer 8 • Objectives • Make IE8 a cool browser. Build as many addons as you like, make people download, use and vote for the addons. Build an awareness around IE8. Make people download and use it. • Because we have a programmers facebook community (www.facebook.com/sunDev) – get as many programmers as you can in order to use them in futher Microsoft campaigns • Target: programmers

  4. The challenges • We were talking to a very niche target – programmers. Where can you find them? • Because IE6 had some problems, people started using other browsing programs like Mozilla, Opera, Safari, Chrome etc. So the marketshare droped • Still the Internet Explorer picture is not a positive one. It still needs:Speed; Functionalities; Plug-ins (apps, import/export profile, etc)

  5. How we did it? Campaign design

  6. Campaign concept Find the programmers and make them come to us!

  7. … so we’ve launched: The best job for a programmer! • You can work an home or wherever you want • You can make your own schedule • Because the summer is coming – you can earn some money to go on holiday • The most important: YOU CAN GET 5000 EUR OF ONLY A COUPLE OF HOURS OF WORK

  8. Campaign design We started to communicate this concept: • Online • Offline

  9. Campaign design - online We used the programmers community facebook page as the landing page of the campaign. (www.facebook.com/suntDEV) Everybody who came on this page could see the following:

  10. Campaign design - online

  11. Now… Let’s have some traffic!

  12. Campaign design - online • Fake job announcements on the main jobs seeker websites in Romania (www.bestjobs.ro, www.joobs.ro) • During the campaign, our job announcement always appeared on the first page when people were login for an IT or programming job • When people clicked on Apply for the job – they there automatically redirected to the facebooklandingpage

  13. Campaign design - online

  14. Campaign design - online

  15. Campaign design - online 2. Sticky post on softpedia.com • The last forum post on IT categories, on each page, was personalized with teasing massages: • Yes… now you can get 5000 Euro in just some programming hours. Click here to find out how! • Guys, this is the BEST JOB FOR A PROGRAMMER EVER!. You can get 5000 EUR and you don’t have to do much!. Click here.

  16. Campaign design - OFFLINE • Campus posters • The target was people between 18-30 years old. The best place to find them is in technical universities campus • Bucharest • Constanta • Iasi • Brasov • Cluj-Napoca • Timisoara

  17. Campaign design - OFFILE

  18. Campaign design - OFFILE

  19. Campaign design - OFFLINE Fake Hiring announcements in almost all newspapers The ads appeared 5 days/week for 3 months (the whole campaign period)

  20. Campaign design - OFFILE

  21. What happened? Results

  22. Metrics A lot of people start taking about the campaign and the BEST PROGRAMMING JOB. We receive FREE advertising!

  23. Metrics

  24. Metrics • We increased the facebook fans (all programmers) by 5 • We created a buzz in the marketing about IE8 – high visibility of the campaign • Over 120.000 unique people landing on the landingpage • Over 6.000.000 impressions (people who saw our message) • About 60.000 people saw our fake announcements on jobs websites and 18.9% of them click the Apply for this job • 989 students came to the facebook page for this just seeing the posters • 1865 programmers came from the press hiring ad on the landingpage. • 45 brigh new developed addons which got about 5000 downloads (up to now) • 1 facebook fan brought us 5 new different downloads

  25. Metrics • According to gs.statcounter.com, we managed to rise the IE8 market share from 17.76% to 18.73%

  26. Thank you, Cosmin Lacatusu Cosmin [at] createdirect.ro

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