How Wunderman’s #OfficeTales built engagement for Microsoft Office Facebook page

Case study by Wunderman & Microsoft to increase social engagement on FB and share information on MS Office Products, under the category: 'Best use of Social network' for LI Digital Awards 2017

Microsoft OfficeTales

The Client

Microsoft India Private Limited is a subsidiary of American technology and solutions company Microsoft Corporation, headquartered in Hyderabad, India.

The Agency

Wunderman is a network of advertising, marketing and consulting companies with offices in 60 countries. Headquartered in New York City, Wunderman is part of Young & Rubicam Brands and a member of WPP Group

Problem Statement

Our challenge was to attract audiences to the Microsoft Office (India) Facebook page with one major hook.

We took a long, hard look at the page. And a string of words, all jargon, leap out at us. You know, words like ‘Productivity’, ‘Mobility’, ‘Agility’, ‘Accessibility’, ‘Cloud’, ‘Collaboration’…  that typically accompany any technology offering.

Identified Objectives

To increase social engagement and share information, tips and tricks of Office Products.

The Strategy/ Execution

The insight we worked with was that content always works better if it’s delivered in a context that the audience is familiar with.

The relatable context we created was a fictional office, populated by fictional employees, so we could deliver our content as stories –  built around office truths!

First, we fleshed out the characters who’d feature in this fictional office of ours. For inspiration, we just looked around. Representing a typical office hierarchy, we had a snobby, eccentric boss. His obviously slimy ‘minion’. A classic loud-mouth slacker, the long suffering employee who ends up doing everything. Stories work better when they have an element of the fantastic in them. To introduce that, we rendered our characters in animal form.

Microsoft_officetales_creatives

Employing a paneled, comic – strip format and the occasional animated GIF, we got each post to paint a typical office scenario – in a tongue-in-cheek manner! As Office Tales became popular, we even started to build storylines around Office products and services.

Results

  • Total number of likes (till date): 1.3 Million
  • Total number of shares (till date): 9469
  • New fans gained: 75,255
  • Total reach: 12 Million+
  • Total viral reach: 1.2 Million+

Observations

The audience identified with the Office Tales, and how! Our characters and their antics became the subject of coffee-machine chit chat and lunch table bonhomie. People recognized the situations we spoofed. And they saw shades of their colleagues in the Office Tales characters. Not only did our fans consume the stories, but they liked, they tagged and they shared. And we achieved this massive level of engagement without using celebrities, or influencers, or offering any sort of gratification.