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Creating with the best

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Project owner
Gretchen Garland

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PM
Daniel Lewis

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Story sourcers
Steven Yen, Princess Achobang, Aaron Jung

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Situation

With Hackathon 2020 being virtual, there was an opportunity to leverage the event to source and create content that supports Microsoft Life objectives and aligns with the Hackathon integrated communications messaging priorities.

While Microsoft Life has told the stories of many employees in the past, we have yet to co-create UGC with Microsoft employees with large following (>1000) aka social butterflies to reach audiences that we haven’t been able to traditionally reach. These include regional employees (outside of Redmond/Bay Area), international, African American/Black, Latinx/Hispanic, and female employees.

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Strategy and Execution

To co-create Hackathon-related content with social butterflies for their own channels and Microsoft Life channels and to build long term relationships for future audience growth, I determined the following steps:

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Identify Microsoft employees participating in Hackathon with >1000 followers aka social butterflies
Reach out and build trust/relationships
Gift social butterflies exclusive Microsoft Life swag
Explore their story (their connection to their hackathon project) and partner with them to enable them to tell their stories on social

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Post from one of our social butterflies

Outcome

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Assortment of video footage we received from hackers

We received hours of footage from Hackers demonstrating their impact through their projects. The work has been handed off to the creative team, where they will take the stories we’ve gathered and create something great!

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