Microsoft Teams: Nothing can stop a Team

Microsoft Teams, a proprietary business communication platform, launched a global campaign as a new entrant to the communication category to drive awareness of the brand amongst working people.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Microsoft Teams was a new entrant to the communication category in 2019, going head-to-head against Slack and Zoom for market share among the working population. When COVID hit in 2020, it not only capsized our existing plan but raised the question on continuity of the campaign. We used extensive pretesting, message testing, weekly tracking, response-level modeling, and time-series modeling to answer this. Through a preponderance of data-based evidence, and telling real stories, this campaign closed the perception gap with Zoom, with 12-15% growth in perceptions and a...

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Insights Team
Bray Leino

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