Microsoft’s Mobile Surge

BRIEF

Get smartphone users
Who are predisposed to Microsoft products
To use the Copilot, Bing, and Start apps
By making their lives easier

BACKGROUND

Apple’s iOS and Google’s Android lead the mobile market, with Microsoft largely on the sidelines. Closing this gap would be of great financial and strategic benefit to Microsoft.

KEY INSIGHT

Gently engaging desktop users with companion mobile apps allows us to reach a vast, cost-effective audience already familiar with Microsoft’s products.

RESULT

Added +6M daily active users and increased day 7 retention by 34% in four months without spending a dime on advertising. Drove double digit increase in conversion rates across all canvases (Windows, Copilot, Edge, Bing, Xbox, and more).

ROLE

Creative Lead