For Microsoft Build 2023, the Creative team produced a collection of 20 captivating GIFs strategically crafted as authentic content. These GIFs were purposefully designed to be disseminated across Microsoft's extensive array of social channels, aiming to generate and amplify excitement surrounding the event. In a remarkable testament to their success, within the initial 24 hours of their release, the GIFs proliferated across the Giphy library, amassing an astounding 30.8 million views. Within the first 48 hours, it reached 93.6 million views. Throughout the entire week of Microsoft Build, the GIFs maintained their momentum, accumulating a staggering total of over 109 million views on Giphy. Among this collection, the most high-performing GIF I made garnered 80+ million views. View the full GIPHY collection here.
The team aimed to gain insights into how audiences engage through social reactions in both professional and personal contexts. To ensure the success of the GIPHY library and strategy, we recognized the importance of anticipating our audience’s preferences by incorporating key words and staying ahead of social trends. Our approach involved authentically embedding the brand’s goals and messages into creative content without making it overly promotional for social platforms. This initiative motivated our team to integrate in-office moments and Microsoft products into our creative direction.
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