How do you create an engaging social media campaign to promote Azure Cloud Developer services? Create a superhero-themed contest that speaks to the playful side of developers.
PRNews Digital Awards Winner for ‘Top Digital Marketing Campaign’, 2018
My responsibilities |
Scoping
Project management
Creative strategy
Digital asset production
Resource management
Client management
Legal coordination
For the #AzureTrivia campaign, I worked with the account team to strategize the logistics and approach for serving the trivia contest to @MicrosoftAzure followers on Twitter. Through a weekly set of motion graphic questions and answers, a winner was selected from those who participated by clicking on the ads.
My role | As lead producer, I partnered with our strategy team on the inaugural launch of the campaign in 2017 to provide creative ideation support, scoping, and overall project management. In the second iteration of the contest in 2018, I provided leadership and oversight over a project manager who handled the day-to-day functions of keeping timelines on track and managing the order of swag/prizes.
Biggest challenge | Each week over the course of the campaign required 3 new motion graphics (one to serve the weekly question, one to serve the weekly answer, and one to announce the weekly winner). There was a huge volume of work that needed to be completed within short turnarounds. To do this, I suggested we templatize the work at the start, so we could get all the client reviews/approvals out of the way (for the most part) before the contest started. This program required a close eye to ensure there was no budget overage or scope creep.
Results | 28 million impressions, 17,500 mentions of #AzureTrivia, 13,000 total entries (in 2018), and happy clients.