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案例简介：BriefWithProjectedOutcomes 到 2018年，估计有 240万个未满的 STEM (科学、技术、工程和数学) 工作，根本没有足够的合格候选人 -- 这可能会阻碍从癌症研究到表情符号的一切进展。由于只有 6.7% 的女性拥有 STEM 学位，缩小性别差距对缩小全球 STEM 人才差距至关重要。我们真的需要女人来改变世界。 执行 微软连续第三年在 3月7日发起了一个完全整合的活动。为了吸引比前一年更多的观众，微软采用了一个专注的上下文广播节目以及一个强大的、有针对性的社交和数字节目。他们利用 Facebook 、 Twitter 、 Instagram 和 YouTube 上的各种单元，推出了 60 个广播、 5 个视频和 3 个运动图形。除了视频，微软还与 LinkedIn 合作创建了一个独一无二的职业浏览器工具。这个工具被用于所有商店的活动中，在这些活动中，女孩也遇到了令人难以置信的 STEM 影响者。微软还招募女孩创建了一个同类机器人，它将为 STEM 职业生涯提供一条完整的道路。这些内容在美国很受欢迎，在全球 94 个市场获得了这些内容。 战略 我们需要给微软的 “看看接下来会发生什么” 运动注入紧迫感和规模，鼓励更多的女孩进入 STEM 劳动力市场。挑战: 更多的女孩认为 STEM 不适合她们。所以我们需要将 STEM 和所有年轻女孩的共同点联系起来 -- 一种改变世界的热情。 [3] 接触女孩的最佳方式是让她们最大的影响者参与进来: 父母和老师，他们将指导她们的旅程。我们的工作旨在向女孩们展示，她们不仅可以通过利用 STEM 来追求她们真正的激情来改变几率: 她们可以改变世界。 概要 “看看接下来会发生什么” 是一项社会责任运动，旨在解决 STEM 领域的性别不平等问题，以加强我们的品牌声誉，并为我们的使命服务: 让这个星球上的每个人获得更多。我们的简介: 向更多的女孩展示 STEM 与她们的关系，这样她们就可以改变世界。我们的目标: 增加对微软品牌的热爱 -- 但更重要的是，我们想给女孩一些工具，让她们发现 STEM 如何帮助她们做她们真正想做的事情。 结果 该运动从《行动呼吁》中产生了令人印象深刻的反应，并继续深化与女孩及其影响者的关系。它已经在世界各地的 94 个市场获得，产生了 4.74亿的印象和 7300万的视频浏览量。微软品牌爱在一周内上升了 19%。最重要的是，这位职业探险家总共有 14,680 次访问，创造了 35,231 个激情组合。微软的 “看看未来” 店内活动吸引了数百名女孩，将她们与动手 STEM 学习和榜样联系起来。微软 STEM 计划和合作伙伴计划的链接已经被点击了数百次，让女孩获得更多的 STEM 技能来改变世界。通过女孩对机器人的洞察力和投入，它正成为激励下一代将激情转化为 STEM 驱动行动的宝贵工具
看看接下来是什么
案例简介：BriefWithProjectedOutcomes With an estimated 2.4 million unfilled STEM (Science, Technology, Engineering and Math) jobs by 2018, there simply aren’t enough qualified candidates—which could stall advances in everything from cancer research to emojis. And since only 6.7% of women graduate with STEM degrees, closing the gender gap is critical to closing this global STEM talent gap. We literally need women to change the world. Execution For the third year in a row, Microsoft launched a fully integrated campaign March 7th.To reach a larger audience than any previous year, Microsoft employed a focused contextual broadcast program as well a robust and targeted social and digital program. They launched a :60 for broadcast, 5 videos and 3 motion graphics utilizing a variety of units on Facebook, Twitter, Instagram, and YouTube.In addition to videos, Microsoft partnered with LinkedIn to create a one-of-a-kind Career Explorer tool. This tool was used across all of the store events where girls were also met with incredible STEM influencers.Microsoft is also enlisting to girls to create make a first-of-its-kind bot that will provide a complete path toward a career in STEM.The content was so well received in the US that these elements were picked up globally in 94 markets. Strategy We needed to inject a sense of urgency and scale to Microsoft’s "see what's next" campaign, encouraging more girls to enter the STEM workforce. The challenge: a broader audience of girls don’t think STEM is for them. So we needed to connect STEM and the one thing all young girls have in common—a passion to change the world for the better.[3]The best way to reach girls is to involve their biggest influencers: parents and teachers who will guide them on their journeys. Our work aimed to show girls how they could not only change the odds by leveraging STEM to pursue their true passions: they could change the world. Synopsis "see what's next" is a social responsibility campaign to address gender inequality in STEM fields to strengthen our brand reputation and act in service of our mission: to empower every person on the planet to achieve more. Our brief: Show more girls how STEM is relevant to them, so they can change the world. Our objectives: Increase Microsoft brand love—but more importantly, we wanted to give girls tools to discover how STEM could help them do what they really want to do. Outcome The campaign generated an impressive response from the call-to-action and continues to deepen relationships with girls and their influencers.It’s been picked up in 94 markets around the world, generated 474 million impressions and 73 million video views. Microsoft brand love was up 19% among campaign recognizers within a week. Most importantly, the Career Explorer has had 14,680 total visits with 35,231 passion combinations created. Microsoft’s "see what's next" in-store events attracted hundreds of girls, connecting them with hands-on STEM learning and role models. Links to Microsoft STEM initiatives and partner programs have been clicked on hundreds of times, giving girls access to more STEM skills to change the world.Through girls’ insight and input into the bot, it’s becoming an invaluable tool to motivate the next generation to turn their passions into STEM-fueled action
See What's Next
案例简介：BriefWithProjectedOutcomes 到 2018年，估计有 240万个未满的 STEM (科学、技术、工程和数学) 工作，根本没有足够的合格候选人 -- 这可能会阻碍从癌症研究到表情符号的一切进展。由于只有 6.7% 的女性拥有 STEM 学位，缩小性别差距对缩小全球 STEM 人才差距至关重要。我们真的需要女人来改变世界。 执行 微软连续第三年在 3月7日发起了一个完全整合的活动。为了吸引比前一年更多的观众，微软采用了一个专注的上下文广播节目以及一个强大的、有针对性的社交和数字节目。他们利用 Facebook 、 Twitter 、 Instagram 和 YouTube 上的各种单元，推出了 60 个广播、 5 个视频和 3 个运动图形。除了视频，微软还与 LinkedIn 合作创建了一个独一无二的职业浏览器工具。这个工具被用于所有商店的活动中，在这些活动中，女孩也遇到了令人难以置信的 STEM 影响者。微软还招募女孩创建了一个同类机器人，它将为 STEM 职业生涯提供一条完整的道路。这些内容在美国很受欢迎，在全球 94 个市场获得了这些内容。 战略 我们需要给微软的 “看看接下来会发生什么” 运动注入紧迫感和规模，鼓励更多的女孩进入 STEM 劳动力市场。挑战: 更多的女孩认为 STEM 不适合她们。所以我们需要将 STEM 和所有年轻女孩的共同点联系起来 -- 一种改变世界的热情。 [3] 接触女孩的最佳方式是让她们最大的影响者参与进来: 父母和老师，他们将指导她们的旅程。我们的工作旨在向女孩们展示，她们不仅可以通过利用 STEM 来追求她们真正的激情来改变几率: 她们可以改变世界。 概要 “看看接下来会发生什么” 是一项社会责任运动，旨在解决 STEM 领域的性别不平等问题，以加强我们的品牌声誉，并为我们的使命服务: 让这个星球上的每个人获得更多。我们的简介: 向更多的女孩展示 STEM 与她们的关系，这样她们就可以改变世界。我们的目标: 增加对微软品牌的热爱 -- 但更重要的是，我们想给女孩一些工具，让她们发现 STEM 如何帮助她们做她们真正想做的事情。 结果 该运动从《行动呼吁》中产生了令人印象深刻的反应，并继续深化与女孩及其影响者的关系。它已经在世界各地的 94 个市场获得，产生了 4.74亿的印象和 7300万的视频浏览量。微软品牌爱在一周内上升了 19%。最重要的是，这位职业探险家总共有 14,680 次访问，创造了 35,231 个激情组合。微软的 “看看未来” 店内活动吸引了数百名女孩，将她们与动手 STEM 学习和榜样联系起来。微软 STEM 计划和合作伙伴计划的链接已经被点击了数百次，让女孩获得更多的 STEM 技能来改变世界。通过女孩对机器人的洞察力和投入，它正成为激励下一代将激情转化为 STEM 驱动行动的宝贵工具
See What's Next
案例简介：BriefWithProjectedOutcomes With an estimated 2.4 million unfilled STEM (Science, Technology, Engineering and Math) jobs by 2018, there simply aren’t enough qualified candidates—which could stall advances in everything from cancer research to emojis. And since only 6.7% of women graduate with STEM degrees, closing the gender gap is critical to closing this global STEM talent gap. We literally need women to change the world. Execution For the third year in a row, Microsoft launched a fully integrated campaign March 7th.To reach a larger audience than any previous year, Microsoft employed a focused contextual broadcast program as well a robust and targeted social and digital program. They launched a :60 for broadcast, 5 videos and 3 motion graphics utilizing a variety of units on Facebook, Twitter, Instagram, and YouTube.In addition to videos, Microsoft partnered with LinkedIn to create a one-of-a-kind Career Explorer tool. This tool was used across all of the store events where girls were also met with incredible STEM influencers.Microsoft is also enlisting to girls to create make a first-of-its-kind bot that will provide a complete path toward a career in STEM.The content was so well received in the US that these elements were picked up globally in 94 markets. Strategy We needed to inject a sense of urgency and scale to Microsoft’s "see what's next" campaign, encouraging more girls to enter the STEM workforce. The challenge: a broader audience of girls don’t think STEM is for them. So we needed to connect STEM and the one thing all young girls have in common—a passion to change the world for the better.[3]The best way to reach girls is to involve their biggest influencers: parents and teachers who will guide them on their journeys. Our work aimed to show girls how they could not only change the odds by leveraging STEM to pursue their true passions: they could change the world. Synopsis "see what's next" is a social responsibility campaign to address gender inequality in STEM fields to strengthen our brand reputation and act in service of our mission: to empower every person on the planet to achieve more. Our brief: Show more girls how STEM is relevant to them, so they can change the world. Our objectives: Increase Microsoft brand love—but more importantly, we wanted to give girls tools to discover how STEM could help them do what they really want to do. Outcome The campaign generated an impressive response from the call-to-action and continues to deepen relationships with girls and their influencers.It’s been picked up in 94 markets around the world, generated 474 million impressions and 73 million video views. Microsoft brand love was up 19% among campaign recognizers within a week. Most importantly, the Career Explorer has had 14,680 total visits with 35,231 passion combinations created. Microsoft’s "see what's next" in-store events attracted hundreds of girls, connecting them with hands-on STEM learning and role models. Links to Microsoft STEM initiatives and partner programs have been clicked on hundreds of times, giving girls access to more STEM skills to change the world.Through girls’ insight and input into the bot, it’s becoming an invaluable tool to motivate the next generation to turn their passions into STEM-fueled action
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