"With the Ragged Road webisode series, MEC generated over 400 million impressions. We had 2.2 million video views which was outstanding - the business was on fire."

Macy's

“An excellent example of how touch-points exploitation can generate a mass scale consumer engagement and drive relevant business results.”

Roberto Cassanelli - Marketing Manager Beiersdorf, Italy

"MEC is a down-to-earth, straight-talking media agency. The global network has all the bells and whistles of the digital age but is never flashy and would rather show marketeers tough love than seduce them with sweet talk."

Advertising Age


Microsoft/Windows phone

Mitsubishi (Lancer)
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A demonstration of

  • > Active Engagement
  • > Digital/Online
  • > Social media / Mobile / Emerging

Going Social




With a small toehold in the social space, the Windows Phone team turned to MEC and the Wunderman Network to launch a social media pilot.


Our Objective

Discovery: Find where Windows Phone customers are within the digital space and reach out to them to test receptivity
Visibility: Broaden the Windows Phone message and expand the brand reach online
Conversation: Listen first, then engage in authentic conversations to establish credibility
Community: Build a vibrant Windows Phone community engaging in pull marketing as opposed to pushing out the message

Our solution

  • We established and maintained active communities across Facebook, Twitter, LinkedIn, and YouTube
  • We updated and created content on Google Knol, IT Toolbox, and Wikipedia
  • We provided exclusive content, subject matter expert Q&A, contests, polls, and product/app giveaways to encourage conversation surrounding Windows Phone
  • We engaged celebrity voices, influential bloggers, and external Windows Phone enthusiasts to serve as "non Microsoft" brand ambassadors
  •  
    • Utilized Social platforms as "brand pages" for other Windows Phone campaigns
    • Increased Facebook "fans" from 5,000 to 120,000
    • Increased YouTube video views from 0 to 1.5 million total plays to date
    • Increased Twitter following from 0 to 16,458 since the channel launch
    • Increased Windows Phone Twitter ranking 95/100 when benchmarked across other Twitter profile pages (according to Twitter grader)
    • Increased positive sentiment across all Windows Phone channels
    • Documented a "best practice" approach to social media engagement for other Microsoft products and groups

    • The results

     

 
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