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...