Considering the lack of interest in software launches, rallying a new audience would require a campaign designed to build its own momentum. As such, Microsoft chose to highlight a different kind of upgrade, by donating millions to nonprofits instead of spending millions on advertising. And they decided to do it all on social.

Microsoft launched the world’s largest global social vote – #UpgradeYourWorld – where they asked the public for help choosing a nonprofit to receive a $500,000 donation. This was the first vote of its kind, allowing people from around the world to support important causes and cast votes for nonprofits through Twitter and WeChat. The movement also asked our audience to share how they upgrade the world on their own terms, which in turn brought the voices of media influencers and celebrities into the conversation.

Microsoft launched the world’s largest global social vote – #UpgradeYourWorld – and asked everyone to help choose a nonprofit to receive a $500,000 donation by casting their votes on Twitter and WeChat. They also created shareable content so nonprofits could communicate with voters easily and effectively. By design, the voting process revolved around nonprofits, their causes, and their supporters – not Microsoft products. A rapid timeline and the competitive nature of the voting process added urgency that encouraged a larger audience to get involved.

By using social media as the main media channel, the campaign was extremely inclusive for sharing stories from anywhere and it galvanized our audience’s desire to vote. Using built-in influencers and nonprofits that already had a substantial following, Microsoft designed the #UpgradeYourWorld campaign to create its own momentum, inspiring nonprofit fans and followers to raise their voices for resources and recognition.

The first global social vote of its kind, #UpgradeYourWorld generated exposure for thousands of nonprofits, making Windows 10 Microsoft’s most powerful upgrade yet.

The Upgrade Your World campaign met and exceeded goals, spurring overwhelming support for nonprofits and their causes around the world.

1. With a goal of 1 million video views total, we reached a view count of 1.1M in 24 hours.

2. Microsoft aimed for 1 billion impressions, and hit this goal in just 14 days.

3. Microsoft wanted to encourage awareness for nonprofits, big and small. While there could only be one global winner, after 270k votes, with more than 2200 nonprofits involved, Upgrade Your World successfully grew awareness far beyond the brand’s current and future nonprofit partners.