SCOPE
Art direction
Creative strategy
Illustration
Motion design & direction
Social trends
Building social communities
Virtual event
Microsoft Ignite, a yearly flagship in-person and digital event, showcases new technology and product launches for developers and IT pros. I created GIFs, stickers, and Instagram frames to boost engagement with shareable moments for Microsoft’s online community. I led cross-team collaboration and strategy between the creative agency and Microsoft vendors.
APPROACH
I developed our team’s direction using insights from past performance reporting and Microsoft’s unique ability to tap into ’tech nostalgia.’ I collaborated with our internal design team, Microsoft’s design studio, and external vendors to create a cohesive library of assets that delighted their social audiences.
INSIGHT
For content to be successful on social media, we needed to expand our reach by featuring assets in unique ways. Each GIF was created to have a transparent sticker option for Instagram.
Fans could share their excitement online by searching for #MSIgnite and finding branded stickers for their Instagram Stories. By delivering a range of usable assets, we tracked an increase in brand love via social listening and reporting, and provided more options for our audience to share their brand experience.
The library was distributed to all Ignite attendees via Microsoft digital platforms and made available on the Microsoft Cloud GIPHY page.
OUTCOME
Three stickers were featured on top of GIPHY’s trending homepage, each reaching over 65 million views in one day.
Achieved the second-highest number of views of any Microsoft social channel.
Our design team created custom animated GIFs as real-time reactions during the four-day event.
