As remote working became the norm in 2020, Microsoft (@Microsoft_Saudi) seized the opportunity to help businesses through the COVID-19 challenges, and spotlight our work futures. The tech giant chose Twitter to launch a hybrid campaign, ‘Forward Together’, designed to drive awareness of Microsoft’s enterprise products to a laser-focused audience and shed a positive light on the future of work.
The first stage of the campaign was to identify business decision-makers who would be most receptive to the ‘Forward Together’ messaging. @Microsoft_Saudi chose to combine the power of Twitter’s native targeting capabilities with those of global third-party data partner SocialDatabase. This resulted in the creation of a sophisticated algorithm, custom-built to pinpoint business decision-makers who would be most receptive to the campaign’s messaging.
With the audience configured, the next step was to spark awareness through engaging Pre-roll video content and gifs, highlighting the many business solutions available to help navigate through difficult times. Thanks to Twitter’s laser-focused audience mapping, @Microsoft_Saudi engaged with a range of key IT and business decision-makers.
To complete the journey, the final phase of the campaign saw @Microsoft_Saudi nurture its audience by retargeting them with Website Cards, leading decision-makers directly to its website.