Microsoft What If?

The ask:
Help Microsoft to attract executive-level candidates for cloud solution architects, machine learning and artificial intelligence to fill 460 new roles in 3 months.

The solution:
To get their attention, we knew this highly discerning audience would be immediately turned away with traditional marketing, so we created the campaign “What If?” that asked a series of compelling questions fueling scientific discovery that led to game-changing breakthroughs.
These questions led our audience to a microsite with rich and intriguing content that celebrated the impact of machine learning and artificial intelligence in the world. Then we slowly peppered in the question “What if your job search ended here?”... which led them to open roles at Microsoft. By the numbers, a remarkable 32% who visited the microsite clicked the link to find out more. We A/B tested in top performing geo-fenced markets – and continually optimized the content throughout the campaign. As a result, we met and exceeded the hiring goal of 460 within 2 months, doubled conversions week over week, with an ending CTR of .21% (versus .08% standard tech desktop). The campaign exceeded our client’s expectations, fulfilling and then surpassing our goals ahead of schedule.

Agency:
Tether