Microsoft Stores Earned Campaigns

Anti-bullying

More than 1 in 3 kids have been cyberbullied, but both parents and kids often don’t know the best way to respond or protect themselves. So we created an earned campaign timed to National Bullying Prevention month to help give them the tools.

We developed an infographic for media and a series of anti-bullying gifs teens could use when confronting bullying online. The GIFs were viewed over 23 million times and the story resulted in dozens of article placements.

My role: Senior Copywriter

Team Credits:

Julie Blakely (ACD), Landon Duarte (Designer), Kate Erickson (Art Director)

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Cybersecurity

Getting hacked is the scariest threat that most small business owners don’t think about. So we ran an earned campaign timed to National Cyber Security Awareness Month to let them know to be worried, but also to give them the tools to stay safe.

In addition to a video we created showing a small business how easy they were to hack, we developed a shareable infographic with helpful tips to share with media.

My role: Copywriter (infographic).

Team Credits:

Julie Blakely (ACD) Kelly Kam (Associate Design Director)

Results: 50+ media placements, including USA Today

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Last-minute Gifting

Do you wait until the last second to buy your holiday gifts? You’re in good company with the majority of Americans. We surveyed late gifters and used the data to create “procrastinator profiles” for media. Instead of a regular ol’ holiday gift guide, we offered suggestions based on what type of staller you are.

Results: 76 broadcast hits across all major networks (ABC, NBC, CBS, FOX) and front page on USA Today Snapshot.

My role: Copywriter

Team Credits:Julie Blakely (ACD), June Oh (Art Director)