Microsoft – Internet Explorer 8

Microsoft – Internet Explorer 8

01.07.2010 – 30.09.2010

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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.

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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

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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)

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How we did it?

Campaign design

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Campaign concept

Find the programmers

and make them come

to us!

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… 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

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Campaign design

We started to communicate this concept:

- Online

- Offline

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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:

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Campaign design - online

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Now…

Let’s have some traffic!

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Campaign design - online

1. Fake job announcements on the main jobs seeker websites in Romania (www.bestjobs.ro, www.joobs.ro)

1. During the campaign, our job announcement always appeared on the first page when people were login for an IT or programming job

2. When people clicked on Apply for the job – they there automatically redirected to the facebook landingpage

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Campaign design - online

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Campaign design - online

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Campaign design - online

2. Sticky post on softpedia.com

1. The last forum post on IT categories, on each page, was personalized with teasing massages:

1. Yes… now you can get 5000 Euro in just some programming hours. Click here to find out how!

2. 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.

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Campaign design - OFFLINE

1. Campus posters

1. The target was people between 18-30 years old. The best place to find them is in technical universities campus

1. Bucharest

2. Constanta

3. Iasi

4. Brasov

5. Cluj-Napoca

6. Timisoara

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Campaign design - OFFILE

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Campaign design - OFFILE

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Campaign design - OFFLINE

Fake Hiring announcements in almost all newspapers

The ads appeared 5 days/week for 3 months (the whole campaign period)

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Campaign design - OFFILE

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What happened?

Results

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Metrics

A lot of people start taking about the campaign and the

BEST PROGRAMMING JOB.

We receive FREE advertising!

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Metrics

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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

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Metrics

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

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Thank you,Thank you,Cosmin LacatusuCosmin Lacatusu

Cosmin [at] createdirect.roCosmin [at] createdirect.ro