Microsoft: FROM JOB TITLE TO HUMAN POTENTIAL

Credits & Description:

Advertiser: MICROSOFT CORPORATION
Agency: DEUTSCH
Category: Business Products & Services
Advertising campaign: FROM JOB TITLE TO HUMAN POTENTIAL
Associate Director: Jason Gershman (Starcom MediaVest Group)
Director/Starcom Mediavest Group: Gumala Steele (Starcom MediaVest Group)
Senior Vice President/Global Strategy Director: Garrett Self (Starcom MediaVest Group)

Strategy
Unlock Your True PotentialTo accelerate advancement in your professional career, it is imperative to have a personal brand – a brand that unlocks your true potential. A personal brand in the professional world needs to embody what you are known for best and where you excel beyond all others. In Microsoft’s battle against the market leader in the Customer Relationship Management (CRM) software space of managing the sales process, they desired to show Business Decision Makers (BDMs) how Microsoft Dynamics empowers them & their employees. Through an app, we developed that creates nametags based on BDMs’ personal achievements, we showed how Microsoft Dynamics unlocks their true business potential to set them apart in their professional social circle.

Execution
A New Way to Create Job TitlesThe app analyzes BDM’s Linked In profiles to create totally new job titles based on skills, industry and achievements. Titles like “Customer Champion”, “Growth Rock Star” and “Logistics Playmaker” show BDMs that Microsoft Dynamics helps unlock their potential to be defined by what they do and achieve, not by what HR tells them their job title is. Available across desktop, tablet and mobile, BDMs can create new nametags from anywhere and share them with peers on LinkedIn, Twitter and Facebook. Since this app does not live in in an app store, BDMs discover the app through peers in social media and key industry-targeted, BDM messaging across the LinkedIn network.

Effectiveness
Professional Personas RedefinedOver 12 Thousand nametags (and growing) have been created since January, with more than half being created as a result of seeing peers’ nametags in social media. Our engagement rate was 300x higher than other third party apps on LinkedIn and people were 2.5x more likely to share our app on the networking site. Microsoft and LinkedIn even created new nametags for people onsite at their recent Dynamics Convergence conference with current and potential customers topic.