Microsoft UK: One to One

This case study explains how Microsoft, the technology company, overhauled its marketing emails to business customers in the UK to make them more personalised.

Microsoft UK: One to One

Wunderman

How did the campaign make a difference?

Small and medium businesses (SMBs) are an important source of revenue to Microsoft UK, contributing £2.5bn in 2012. But this B2B relationship lay in the hands of third-party resellers – and the comms were heavily sales-focused, which customers ignored. Microsoft decided to change the conversation so it became more about listening to what the customer wanted, rather than telling them what to buy.

A richer relationship with customers developed. Open rates increased from 14% to 60%; click-throughs were seven times higher than in previous campaigns. The new...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands