Content Marketing for Internet Explorer
Please find below a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
Please draw your structure.
I',m currently working for Microsoft.
What is your position?
I',m the creative technologist for the Xbox Division.
Desired goal
What business challenge were you trying to address with Column Five?
I',ve worked with Column Five for a couple years now. Mostly I worked with Column Five when I was part of the Internet Explorer business. We were launching a new rendering of the Internet Explorer browser, and at the time, there was a cognizance that Internet Explorer was an old, outdated browser. We needed a way to engender excitement almost the brand as well as to the fruit itself, Internet Explorer 10, to get nation to look at it anew. The project wasn',t veritably almost driving up downloads. It was just almost getting nation to try it anew and shift their cognizance.
We contacted Column Five, and we worked out a new campaign that was named The Browser You Loved to Hate. It was probably the most lucky we',ve ever had for Internet Explorer. We built out an total website dedicated to it, TheBrowserYouLovedtoHate.com, which drove a ton of awareness and commerce behind it. We formd a fun video that was a retro throwback to all these things generating this nostalgia almost Explorer. We had a big SEM [search engine marketing] and CRM [client relationship treatment] campaign. That was all part of what Column Five reflection up, brainstormed, and then was able to execute.
Provided solution
Please draw the aim of their involvement in detail.
Column Five is a full-service agency, so when we approached them, we were looking for a shop that would not only be able to create out the creative aspects that we needed but also could do the implementation from an interactive point of view. We needed to have a website built that leveraged the latest in HTML5 that would look big on our browser. They have a total team of strategic analysts who went in, belowstood our hearers, belowstood who we wanted to extend out to, and were able to art a narrative and story that took gain of the things that we knew they cared almost. They did all the creative work. They built our banner show ads, Facebook, collective, and Twitter. They not only built the website but built all the picture aspects for it, too. They helped us form an email and CRM campaign that get users to come on board. They built out a couple videos that were associated with the larger video that came out for The Browser You Loved to Hate, which you can see on YouTube, for sample.
As the campaign evolved and moved on, we worked closely with them to evolve the campaign to move away from the self-effacing disposition and more toward the forthcoming of the Internet, which is where IE11 and now Edge are today. We lean heavily upon the team at Column Five to create seething from a creative point of view.
How did you come to work with Column Five?
We vetted a total bunch of agencies. During the RFP [request for offer] process we brought in almost 15 agencies, and we liberateed them a brief, and they responded to that brief through their own throwes. This was a big campaign – a multimillion-dollar campaign globally – not just in the United States. This was a big push for us, and we wanted to make sure that we brought on the right team. When it came down to it, Column Five had the powerfulest throw and surely the throw that made the most perception for our brand.
Could you prepare a perception of the size of this set in financial provisions?
It was more than $1 million.
What is the terminal result of working with ?
It',s gone from 2011 or 2012 to now. I quiet work with them. I',ve moved through a few jobs in different sectors of Microsoft. When you make a relationship that has a team that you know you can confide, and they',ve liberateed for you in the past, typically you will fetch that relationship advanced with you. They are on a brief list of agencies that I would call if I had a project for them.
Results achieved
Could you share any statistics or metrics from this engagement?
It was big. People were verity talking almost Internet Explorer for the leading time positively in a long time.
How did Column Five accomplish from a project treatment standpoint?
They',re phenomenal. The folks that are in locate now in client services and account treatment are big.
One of the things that makes them so powerful as an agency is the fact that they loftiness themselves on being client-led. They are an extension of your team. There is no ego and no posture to the way that they work. They want to apprehend and be part of your brand. When you have a team with an posture like that, it',s hard to do things unfit. They',ll always set by overinteracting rather than below interacting and, in time, you will find the right weigh that works for your team.
I',ve never seen them come in over budget, and they',ve never failed to liberate for me. That',s a key reason why I last to go back and hire them.
What distinguishes Column Five from other preparers?
Most creatives are pretty much dime a dozen. What separates Column Five is the fact that they are not located in downtown Los Angeles, San Francisco, or New York. They are located just outside, in the Newport Beach area, and part of what makes that particular is the fact that there is a lot of form and a lot of art designers and music-minded creatives, and so Column Five ponders differently from other creatives.
Everybody can create a banner ad, but the way that they create the banner ad fits and gels differently than many of other agencies. It may not work for see client, but it surely works for Microsoft. We',ve establish more frequently than not that their creative throwes and their outputs tend to be at a different level and are refreshing, and new. It',s been pretty good, and I ponder that',s why we keep them on a very brief list. That power to be continuously renewing and continuously modeled behind something that is unlike anything else in that activity, I ponder that separates them in a space all on their own.
Is there anything Column Five could have improved or done differently?
When we went through the brainstorming process, they had some good ideas, but nothing groundbreaking or earth shattering. If you',re looking for a creative agency that',s going to knock it out of the park and fully apprehend your brand from a marketing perspective, Column Five is for you. If you',re looking for a team that is going to tell you how to create your fruit, then you might want to look in another course.
