Approximately 200 million people globally have intellectual disabilities, each with a support network of around eight people (~ 1.68 billion people). Microsoft believes in empowering every person on the planet.

Born out of that idea came the framework for the “We are more” campaign. We are more than what is on the surface. Each of us is born with a unique set of gifts that we bring to humanity. And when we recognize, embrace and celebrate these individual gifts, we become even more together.

The messaging framework included two key pillars:

We - is about what happens when people of all intellectual abilities are brought together to learn, inspire and create together.

More - speaks to the enduring passions and lifelong curiosity outside of sports that truly defines the Special Olympics athlete.

TIMELINE

November: RFP approval

December – February: Development and production

Mid-February: Global and local campaign roll-out

March 14-25: World Winter Games

End March: Campaign conclusion

EXECUTION

Elements of the campaign included:

12 long form and social cut down videos produced

Video and static creative placed across Microsoft global, product and local subsidiary channels

Created microsoft.com/SpecialOlympics2017 website, which served as CTA for paid media, local subsidiary campaigns, influencer activations and video content

DOOH in Times Square and LA Live

Utilized additional Microsoft marketing channels including .com homepage digital banner, Bing Search Optimization, Windows 10 Image lock screen with bespoke CTA, News Center, senior leadership social, employee email signatures and 15000+ Microsoft global campus screens

Social influencer content creation and amplification pre and during Games

Print ad creative in Austria

Two experiential footprints in Austria during the Games

Amplification through Special Olympics channels

Customized online and offline programming by 29 Microsoft subsidiaries

AWARENESS

The 6-week campaign exceeded expectations with the following key metrics:

CONSUMER IMPACT

In surveying those likely to be exposed to the campaign, results included:

66% increased favorability towards Microsoft

+16% greater likeliness to recommend Microsoft compared to benchmarked global brand partners

CAMPAIGN IMPACTS

140M impressions across owned and paid social, digital and OOH

21.4M total video views with a program CPV of $0.04

23M digital engagements with a program CPE of $0.18

10K+ experiential engagements from events

3.2M clicks to the campaign hub from consumers within 213 countries

14.1M in earned potential reach with 97% of earned reactions positive in nature

43% SOV within global Special Olympics brand partner mentions

Paid media generated a CPV of $0.004 and 100% completed view of $0.16 - outperforming Microsoft averages by 90%

Employees logged 3200+ hours engaging with local Special Olympics athletes and programs

30 athletes supported from 29 global Microsoft Subsidiaries