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Using Authentic Content to Engage an Audience that Hates Your Brand

An Internet Explorer Case Study

Jonathan Wong

Search Advertising Evangelist – Southeast Asia, India and Korea

Microsoft

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A little bit about myself…

• 6 years (and counting) at Microsoft

• Search Advertising Evangelist (current)

• Responsible for driving Internet Explorer brand

loyalty, perception and usage across 160+

million Windows Internet users across Asia…

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Uncomfortable Truth:

Internet Explorer was sort of terrible

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“Make it faster!”

“Support WebGL!”

“Support HTML5!”

“Make it safer!”

“Stop sucking so much!” “I want world-class developer tools!”

“Clean up the UI!”

Internet Explorer Dev Team

“Gimme hardware acceleration!”

IE9 (2011), IE10 (2012), IE11 (2013)

F12

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What modern IE looks like today What most people today still think IE looks like

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How to get consumers to care about

Internet Explorer again?

1. Focus on “Web Enthusiasts”

2. Give them a reason to

reconnect with IE

3. PROFIT

However, there are many different groups of “Web Enthusiasts”,

and we can’t possibly cover them all (on our budget)…

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Why anime fans?

1. Passionate, connected, vocal and spends a lot of time online

2. Relatively mainstream interest group in Asia

3. Youth demographic

4. Majority are Chrome and Firefox users

5. Mostly untapped outside of Japan

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A little experiment… Inori Aizawa

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Facebook seeding with encouraging results!

Posted on CDS Facebook page

(9,000 fans), and in a few days…

• Picked up by Anime Festival Asia

(500K), Japanese ACGN (170K)

and Tokyo Otaku Mode (17M)

• Over 19,000 Likes and

Comments

• Over 2,000 Shares

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Inori Aizawa anime promotional video

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Inori Aizawa global news coverage

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Inori Aizawa Facebook community – First 6 months

www.internetexplorertan.com

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57.9K reach / 12% engagement 72.4K reach / 15% engagement 42.8K reach / 11% engagement

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220K reach / 20% engagement

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204K reach / 16% engagement

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Vibrant fan community and user-generated content

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Source: NetMarketShare

Campaign Launch

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Online fan feedback

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Fan mail

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Some tips:

• Make sure you have a worthy product

• Identify your audience early – be as narrow or broad as

necessary, while understanding the trade-offs

• Do something completely unexpected to surprise and delight

your customers, aim for passion areas

• Standalone vs. Integration

• Be genuine and authentic to the genre

• Be committed to the voice you create

• Limit the selling (or don’t make it too obvious)

Learnings or “How can this apply to my brand?”

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THANK YOU!