Doing More with Social

The Challenge

Microsoft EDU’s organic content is predominantly focused on sharing informative content (synthesizing lengthy articles on events, product updates, etc.) and has, historically, struggled to hit substantial numbers when it comes to posts designed for community engagement.

The Solution

My design partner and I decided to recreate a Valentine’s Day trend from several years ago. The strategy was to put something in front of educators that was familiar enough to be recognizable, yet fresh enough to differentiate itself from other posts on the feed. I developed themed headlines tailored to each tool within the Microsoft product suite, and encouraged users to share these posts with their peers like you would with a physical card in the classroom.

The Results

As you can see in the example (top), this set of seven posts outperformed anything from the previous six months and broke records for channels like Linked In. These results set a new standard for our methods around content creation.