Microsoft Video Campaign

MICROSOFT
"ELEVATE" VIDEO CAMPAIGN 

Spin produced three stop-motion spots for a digital video campaign for Microsoft Learning, used to build awareness of Microsoft Learning products and programs. 

The campaign targeted three core audiences (IT Professionals, Developers and Students) to elevate their perception of Microsoft, and Microsoft Learning in particular, as a source for tools and training that will help them succeed in their career.

Services Used
Creative Strategy, Concept Development, Copywriting, Production Management, Talent Casting, Production Design, Art Direction, Video Production, Stop-Motion Animation, Motion Graphics, Music Composition, Sound Design, Color Correction
Microsoft "Elevate - Educator" Digital Spot (:20)
Microsoft "Elevate - IT Pro" Digital Spot (:20)
Microsoft "Elevate - Developer" Digital Spot (:20)
Spin Creative Microsoft digital campaign behind the scenes stop motion shoot actress laying on floor at desk
Behind the scenes photo from 
the "Elevate" stop-motion shoot.
Project Insight
Approached by Microsoft to build awareness for their Microsoft Certified Professional (MCP) brand and Learning Experiences program (LEX), Spin Creative designed a multi-dimensional digital video campaign called “Elevate”. Focused on engaging and inspiring new entrants about products/programs within LEX, the campaign targeted three core audiences: IT Professionals, Developers and Students.

The three stop-motion spots were shot over two days in-studio using high-resolution still photos of talent interacting with set pieces. This stop-motion approach required talent to lay flat on the floor with sets and props. Then each frame was captured from above, looking down at the talent. During the post process, the frames were stitched together with custom music, voice over and color correction to create cohesive video segments.

By creating a targeted worldwide awareness campaign, the videos educated the target audiences on the value of LEX and the MCP brand, and inspire target audiences to become MCPs.
 
To appeal to a global audience of students, unemployed professionals, and job-changers, the “Elevate” campaign aimed to create better understanding about LEX and MCP while emphasizing the professional benefits of engaging with these exciting educational tools and programs. 

The campaign drove target audiences to a landing site where they were encouraged to sign up for email communications, which allowed for ongoing marketing opportunities for Microsoft Leaning offerings.

The results of the campaign were:
  • Total Impressions: 13,110,268
  • Total Video Views: 226,167
  • Cost Per Engagement: $0.01 - $0.31
  • Landing Page: Site Views: 38,137
  • Landing Page Visits: 31,245 
13 MM+
IMPRESSIONS
226,167
VIDEO VIEWS (89% FROM PAID)
38,137
LANDING PAGE VIEWS
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