Microsoft: Hardwear

Sarita Dan, Kristen Palchak, Sarah Smith

Technology firm Microsoft created Hardwear, a fashion-focused campaign in the USA to grow brand love and consideration among Gen Z consumers.

Campaign details

Brand: Microsoft Brand owner: Microsoft Entrant company: Assembly Media Inc Idea creation: Assembly Media Seattle Market: United States Sector: Information technology Media channels: Public relations, Word of mouth, Influencers, KOLs, Social media, Online videoBudget: Up to 500k

Executive summary

Microsoft is one of the world’s most valuable brands, but not one of the most loved – especially when it comes to Gen Z. While it ranks fourth in the world’s most valuable brands, it drops to 29th among brands Gen Z loves [1,...

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