When Bing came to us to help rethink their acquisition program, we started with the audience. We found they engaged with facts and figures, but had limited time, limited budgets and little SEM experience. With new insights in hand, we created a campaign that was straightforward and inspirational. We used a graphic treatment to humanize the all-important data. And we created a series of videos to share useful insights and customer stories with our on-the-go audience. Initially, our approach was a stretch for the brand police, but ended up influencing their new guidelines (a tricky task in the world of Bing).

My Role: Creative Direction, Copy, Content Strategy, User Research, Test Development, Stakeholder Management, Presentation