Microsoft Envision Case Study

Microsoft

Transforming the way Microsoft creates demand for events

Wire Stone drove a new caliber of attendees to a rebranded global gathering

In 2015, Microsoft Convergence became Envision, and the “product” focus of the event evolved to address the concerns of its new intended audience: executives. Just four months before opening day, Microsoft turned to Wire Stone for an aggressive, results-oriented approach to generating demand and brand awareness for the new offering in a tight timeframe. 

The engagement involved content strategy, creative execution, calendar development, and reporting across multiple social channels. Tasked with targeting over a dozen industries across multiple channels, we created a broad range of engaging content, often concepting, crafting, and deploying creative within hours of identifying a new strategic tactic.

Microsoft Envision Creative Examples

We simultaneously created an intuitive system to identify the impact of each delivery channel on registration. As a result, Microsoft gained valuable data with which to improve the customer experience and drive demand for Envision 2017.

Our ability to collaborate quickly and proactively led to remarkable results—for both brand awareness and registration—with more than 225 million total impressions for the Envision brand, and nearly 6,000 registered attendees. And more importantly, the post-event analysis we provided will transform the Envision experience for years to come, helping inform the way Microsoft generates demand for all of its global events.