Microsoft’s ambition to gain market share from Apple required an innovative campaign approach that would showcase Surface’s capabilities and illustrate the margin opportunity for partners.
• Ideation session
• Messaging development
• Series of 6 sequential emails
• Direct mail of gift-wrapped Surface box
• Welcome pack folder with assets
• Step-by-step guide to on-boarding
Increase through-partner sales of Surface devices by targeting and recruiting high-potential Apple resellers.
Working with the Microsoft Surface team, we developed and executed an integrated campaign to create awareness and engagement with a set of carefully selected partners.
We began with an Ideation Session which took into account the seasonal opportunity, budget available, and persona of the target prospect. The result was a campaign that included the creation and delivery of a gift-wrapped Surface box being posted to the target decision maker.
Once desire and opportunity had been qualified, the on-boarding process was made easier with an information pack and tools to take newly recruited partners from prospect to making their first sale.
80% of targeted partners signed up to become Surface resellers.
Marie Devlin - Surface Partner Recruitment Executive