SCOPE
Art direction
Creative strategy
Leadership
Video editing
Social trend analysis
Building social communities
I assisted the Microsoft Cloud team launch their first GIPHY channel to support their flagship Build event. Since March 2023, the channel has reached over 1 billion views, becoming Microsoft's 2nd most-viewed social profile.
Working with creative teams, social media managers, and community management, I added new GIFs and stickers monthly. Our goal was to support 1:1 social engagements with relatable content, boosting Brand Love and excitement for Microsoft events and products.
APPROACH
The team reviewed monthly social listening and performance reports to understand audience communication through social reactions.
To succeed with our GIPHY library and strategy, we anticipated audience needs by using keywords and staying ahead of trends. We aimed to inject the brand’s ethos into our content without overly branding it. GIFs of Microsoft products like OneNote and Excel remain as top performers.
OUTCOME
Achieved 100 million views on top-performing GIFs.
Generated 30.8 million views within the first 24 hours and 93.6 million views within 48 hours of release.
Drove the channel’s continued success, surpassing 1 billion views in under a year.
Secured a 5% engagement rate on the top 20 most-used GIFs.
MICROSOFT
EVENTS
EVENTS
For each of Microsoft’s annual flagship events, I created sets of GIFs to drive excitement and support authentic online community engagement.
