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Step 1:
The Goal
Microsoft needed deeper cultural resonance among diverse communities it serves around the world. They also needed to identify a unique strategy that would allow them to tell the story of the impact of their technology in a way that creates meaningful connection within their diverse internal teams as well as external target audiences.
Step 2:
finding the gaps
We provided Microsoft with Audience Development, Campaign Development, Global Film + Photo Production, and Digital + Social Content to ensure we captured the cultural resonance they sought.
points of connection
Step 3:
We collaborated with their diversity team to help them authentically identify with the global audiences they impact. With the genuine insights that resulted, we created a Representation Matrix to ensure inclusive, culturally fluent communication across web and brand events.
The impact
Step 4:
KNDRD produced 9 impact stories across 10 shoots, featuring 150+ Microsoft community members globally. We built a web platform to house the work, which launched at Microsoft’s largest diversity event. The MS debut event, called INCLUDE, was the largest diversity experience they ever hosted, with over 10,000 attendees globally.
THE APPROACH
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