We live in an increasingly digital world where perceptions about frontrunning technology, like artificial intelligence (AI) and digital security (DS), run abound. Unfortunately, conversations around it aren’t always well-informed and sometimes border on misconceptions.
Amidst all the noise, how could @MicrosoftIndia, the country's leading tech giant, bridge this information gap through credible information and use it as an opportunity to drive Share of Voice (SoV) for the brand?
The tech conversation is always happening on Twitter. Business decision makers – ranging from C-suite to tech and data security enthusiasts to content partners and industry stalwarts – are a part of this influential community that @MicrosoftIndia wanted to tap into.
@MicrosoftIndia launched the #MicrosoftAI and #SecurityForAll campaign to disseminate authentic information about artificial intelligence (AI) and digital security (DS). @MicrosoftIndia leveraged Twitter Amplify by partnering with premier business publications of the country to engage in high-quality conversations on Twitter. Aligning with premium content further enhances trust, which by association, increases Share of Voice for the brand. @MicrosoftIndia also tied up with tech-inclined influencers, policy experts, and decision-makers from the tech B2B space, as part of the campaign.
Over a course of three quarters, through a series of educational and engaging video content with these publications, @MicrosoftIndia successfully established itself as a thought leader in the field of AI and DS.