Case Study


Integrated Hispanic Campaign.

Challenge


Microsoft turned to Motivate to plan and execute a targeted and culturally relevant pilot campaign, which helped the tech retailer better understand the total Hispanic market. To drive brand perception, engagement and purchase intent of Hispanic consumers, Motivate activated an integrated campaign that included in-language print media, influencer marketing and digital display advertising.

SOLUTION


Geospatial Analytics & Targeting

To determine the right Hispanic DMAs, Motivate utilized advanced targeting and geospatial analytics, meshing the data with Microsoft’s retail zip codes to optimize media targeting and maximize ROI.

Fully-Integrated Strategy

Influencer Marketing

  • Generated awareness and buzz by engaging popular Hispanic influencers to authentically tell the Microsoft story

Digital

  • Executed cross-platform, digital-display media to support and amplify campaign

Print

  • Placed ¼ 4C ROP in the top Hispanic newspapers to support social and digital waves
  • Leveraged print media to reach Spanish- dominant Hispanics

Audience

Hispanic

Solutions

Data Analytics

Influencer Marketing

Digital Media

Print Media

Let's Talk

SOLUTION


Geospatial Analytics & Targeting

To determine the right Hispanic DMAs, Motivate utilized advanced targeting and geospatial analytics, meshing the data with Microsoft’s retail zip codes to optimize media targeting and maximize ROI.

Fully-Integrated Strategy

Influencer Marketing

  • Generated awareness and buzz by engaging popular Hispanic influencers to authentically tell the Microsoft story

Digital

  • Executed cross-platform, digital-display media to support and amplify campaign

Print

  • Placed ¼ 4C ROP in the top Hispanic newspapers to support social and digital waves
  • Leveraged print media to reach Spanish- dominant Hispanics

Audience

Hispanic

Solutions

Data Analytics

Influencer Marketing

Digital Media

Print Media

Let's Talk

RESULTS


Motivate helped position Microsoft as a relevant and innovative brand among Hispanic consumers, successfully driving in-store traffic and online engagement.

Attitudinal

  • Improved brand perceptions of relevance and innovation
  • Improved consideration and intent-to-purchase funnel

Behavior

  • Drove in-store traffic and sales
  • Drove online engagement

INFLUENCER MARKETING


16M

Impressions Delivered

21M

Views

0.3%

vs

1.45%

Average social engagement rates for electronics

$17EMV

for every $1.00 spent