The Windows 7 social program showed a stunning ROI; relationships with bloggers improved significantly and consumer perception was changed from negative to very positive in one year (Net Promoter Score: from 4 to 8). With no TV, no Radio, no Print and just 10% of the total Vista budget the aided awareness, consideration and preference of Windows 7 doubled, while trial, purchase, use and advocacy tripled

2. CASE STUDY Microsoft – Windows 7 from mindshare to heartshare CLIENT Microsoft - the Netherlands LAUNCH 22 October 2009 CATEGORY Technology AGENCY SocialMedia8

3. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS CHALLENGE Our communications objectives were to double aided awareness, consideration and preference for Windows 7. Our marketing objectives were to generate trial, purchase, use and advocacy for Windows 7, among a 20 to 49 year old target audience in the Dutch market.

4. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS STRATEGY In a brand assessment and by social media monitoring we gathered the insights and consumer perceptions around Windows 7 and Vista. Insights and strategic direction: the ATL campaigns and pushy approach towards influencers during the Vista introduction, had not been very successful. At the Windows 7 introduction we need to connect to the influencers in a content-driven and conversational way, pulling them gently through our funnel to ignite advocacy.

5. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS CONCEPT We created a concept that would turn mindshare into heart share. First we launched online community: Windows.nl On this platform we offered top ranked influencers a free beta account, enabling them to discover the new Windows 7 features. Next we challenged the influencers to share their opinions with their fans and followers, telling them that they had tried Windows 7 and that it offered a lot of smart features, outperforming the old Vista in many ways.

6. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS USE OF MEDIA In stage 1 we identified 173 social hot spots and 417 top ranked influencers. In stage 2 we reached out to these influencers, inviting them to discover the new Windows 7 as beta tester. In stage 3 the influencers shared their feedback with Microsoft and their followers, increasing the positive buzz, awareness, trial and preference for Windows 7 significantly.

7. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS RESULTS The Windows 7 social program showed a stunning ROI; relationships with bloggers improved significantly and consumer perception was changed from negative to very positive in one year (Net Promoter Score: from 4 to 8). With no TV, no Radio, no Print and just 10% of the total Vista budget the aided awareness, consideration and preference for Windows 7 doubled, while trial , purchase, use and advocacy tripled.