Microsoft Gig Workers Campaign 2019

Microsoft’s target audience for Office was historically divided into two main categories: Consumer and Small Business. Over time, we began to notice that Consumer messaging was resonating well with our Small Business audience, and decided to dig into that a bit further. Upon researching this trend, we identified an untapped segment that lies in-between the two: the Gig Worker. In short, Gig Workers are freelancers, or full-time corporate employed people with a side job. They identify as Consumers, but could benefit from business-level offerings. The creative you see below is the result of months of research and exploration that culminated in an integrated digital campaign across social media, display and native paid advertising.

Social Media

Facebook & Instagram feed

Facebook & Instagram Stories

Facebook click to messenger

Facebook Collections Unit & Instant Experience

Facebook Carousels

Web Banners

Gig Writer | editor in word

Gig Photographer | OneDrive

Gig Designer | DEsigner in Powerpoint

Creative Process and Performance Data

For more background on this project, from first rounds of concepting to performance results and insights, visit my Project Case Studies. Note, you’ll need a password to view this content. If you’re interested in seeing more, please email me at chris.hoenigmann@gmail.com