The Agency at UF


Global communications agency VMLY&R outsourced demographic research and key messaging for Microsoft to our team.

The Problem

Through the client, Microsoft sought to improve its already innovative and meaningful campaigns in an effort to better connect its brands to younger generations. In line with Microsoft’s current social media strategies, the technology company needed deeper insights about Gen Z consumers to build brand affinity for Windows PC gaming and to author key messaging for Microsoft Edge.

The Solution

As a massive brand, Microsoft would require a primary and support team, both including researchers, strategists, creatives and analysts, to collaborate with VMLY&R and conduct primary and secondary research, social listening and social media audits of Microsoft and its competitors’ current social media. Additionally, the team would delve into social marketing for the company’s other brands, as well as publish a monthly social digest for employees detailing current relevant trends in Gen Z and pop culture.

The Final Result

Our team, alongside VMLY&R, was able to develop a social strategy for Microsoft, Windows, Surface and Edge accounts that helped boost average engagement by 39% and following by about 140,000. The team also broadened Microsoft’s understanding of the Gen Z consumer perspective through three separate consulting presentations that covered important subculture groups like PC gamers. What’s more, the team created a framework that introduces both Microsoft and VMLY&R to top talent in creative work, strategic work and account management.