Microsoft Store - Increasing Brand Affinity Through Social + Email

Role: Ideation and Copy Team Lead, Editor, Presenter

Need:
Without a rebrand, Microsoft needed a modernized tonal shift to increase brand affinity and drive engagement.

Approach:
Veering away from the detailed tech specs that live on the website, we leaned on timely and relevant cultural moments or one outstanding product feature at most. This meant reimagining the brand social voice with lifestyle-driven copy that felt clever, warm and relatable.

Execution:

A suite of lifestyle-driven email and social touchpoints that cut through the sea of holiday and tech social and email noise. We kept it conversational with lighthearted copy and bright visual moments. Each execution felt timely, distinct, and rooted in real-world events, giving Microsoft Store a voice that aligned with how people actually engage online.

Outcome:
The series elevated Microsoft Store’s year-round content presence from promotional to attention-grabbing, boosting engagement through cultural resonance while strengthening brand visibility in inboxes and feeds. We helped humanize a tech brand and created memorable, shareable content across channels.

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