An emoji for your thoughts
Data shows that Millennial and Gen Z hybrid workers are frequent emoji users likely to share and engage with related content. Our campaign met these audiences where they were — on Twitter and Instagram — with a social-first viral moment and strategic call-to-action built around Microsoft’s polarizing yet iconic ’90s animated office assistant, Clippy.
In partnership with Microsoft, WE leveraged the nostalgia for Clippy to drive emotional appeal and audience participation and launched on World Emoji Day for added news value and relevance. We then amplified the campaign across earned, owned and paid channels to drive a virality and buzz:
- Earned: “Consumerized” Microsoft’s corporate spokesperson, designating Microsoft Art Director Claire Anderson as the company’s Chief “Emoji-ologist” and previewed new visual designs with consumer, tech and lifestyle influencers to help drive a strong news cycle ahead of the emoji reveal.
- Owned: Published content on Microsoft’s design-focused Medium page to reach target audiences where they find news and information.
- Paid: Executed a publisher partnership to raise awareness among design and creative audiences with an article on Creative Boom that highlighted the emotional fluency emoji bring to workplace communication.
We met our objectives of empowering people with authentic ways to connect virtually and increasing awareness and usage intent of Microsoft 365 with an integrated campaign that broke into the cultural conversation.