Credits: Client: Microsoft OneNote Agency: Cole & Weber United Executive Creative Director: John Maxham Associate Creative Director: Todd Derksen Senior Copywriter: Jesse Dillow Designer: Patrick Floyd Digital Designer: Wa Vong Executive Producer: Pete Anderson Digital Producer: Tasha Cronin Production Company: Mind Wrack Production Company: LitFuse Web Development: Rick Stoelinga Blogger Coordination: IZEA Director of Growth Strategy: Britt Peterson Executive Connections Director: Judy Popky Connections Planner: Jason Strickland Lead Project Manager: Erin Keeley
Challenge: Despite being part of the full Office suite, less than 7% of Microsoft Office users have ever used OneNote and frankly even realized they have it on their computers.
Our challenge was to create awareness and adoption of OneNote, a Microsoft tool everyone has but no one uses. We needed to develop a program that showcased the best parts of OneNote, and to not only engage people but more importantly, get them talking about it.
Idea: Vacation planning was the perfect scenario to showcase OneNote in action. Ever tried to plan that trip to Disney with the family? Then to go to Universal? Where to eat? What hotel should we stay at? Trying to coordinate and keep track of all your research can be overwhelming but OneNote would be hugely helpful.
We leveraged the fact that our female travel planners – or Organistas – spent time with a range of blogs by partnering with 40 bloggers around the world to create OneNote notebooks. They each planned their ideal 24 hours in a city, all written from a users’ perspective. In essence they were “live testimonials”.
This content was central to a digital experience that inspired people to use OneNote as their go-to vacation-planning hub. Each day, for forty days, we posted a new destination on our landing page and encouraged people to dive deep into the program to fully understand all the tips, tricks and tools OneNote has to offer. Rich media pushed new content into banners keeping them relevant and engaging. Our partnership with Bing Travel pulled that content into relevant places. Social media carried those trip books into people’s lives making it shareable with friends.
Results: In the end, we engaged users on a journey across the world through OneNote and it worked. We surpassed our goals of Trip Book downloads by 300%. We surpassed our goals of getting people to preview the tripbooks in the OneNote web app by 400%. We drove 45,000 product tutorial views and drove 10,000 purchased product trials. Today, more people not only know about OneNote, they’re actually opening the app.