Microsoft Colombia used LinkedIn ads to communicate SMEs the solutions offered by their new ModernBiz
Colombia
Microsoft developed the new concept ModernBiz aiming to show how their technology supports SMEs in their main daily challenges.
The Brand
Microsoft is an American multinational company. It develops, manufactures and licenses software and consumer electronics. Its most used products are Microsoft Windows operating system and Microsoft Office suite.
Challenge
Microsoft developed the new concept ModernBiz aiming to show how their technology supports SMEs in their main daily challenges.
Modernbiz comprehends different business tools that help SMEs to increase their productivity and competitiveness: Windows 8.1 Pro, Office 365, Microsoft Azure, Microsoft Dynamics CRM, Windows Server and Microsoft SQL Server.
Microsoft Colombiaās main challenge for its LinkedIn campaign was to communicate the capabilities that Modernbiz offers for SMEs.
Solution
The campaign communication strategy resorted to two Ad Formats: Spotlight Ads and Sponsored InMail.
Spotlight Ads
Banners sized 300×250 and 160×600 were used. They include messages on how to protect the information the companies stored in the cloud.
Sponsored InMail
An email was sent promoting Office 365 and Microsoft Azure; Microsoft solutions for protecting info in the cloud.
Both, Spotlight Ads and Sponsored InMail Ads prompted users to an exclusive Modernbiz site. The campaign aimed for ModernBizās target audience: users that work at SMEs.
Results
59.955
Spotlight impressions
0,11%
Spotlight CTR
50%
InMail Open rate
Key to Success
-
1
PROPER AUDIENCE SEGMENTATION
Thanks to LinkedInās segmentation tools the company was able to reach its target audience: SMEs professionals and executives.
-
2
CHOICE OF SPONSORED INMAIL FORMAT
Reaching the audience through InMail allows the delivery of a personalized message generating greater levels of engagement.
Testimonials
āWe, at Microsoft, needed to try new ways of approaching our potential customers and LinkedIn was the solution for this challenge. Leveraging its segmentation capabilities, we were able to reach our intended target audience: SMEs; delivering a relevant message to the right audience.ā
Ivette Mora
Marketing Manager ā Microsoft Colombia
