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Indigo Slate
Cloud Cultures is a docu-travel series that goes beyond code and computing to tell a larger, more emotional, global story highlighting people and businesses from some of the fastest growing cloud markets around the world. From enterprise to grassroots, we cast a spotlight on real-world stories of ingenuity and transformation. Along the way learning about their approach to innovation, how culture influences it, and the ways they’re using Azure to solve regional challenges.
In a competitive market where differentiation between major players is limited, Microsoft faced a significant challenge: how to increase awareness in-market for regional data centers.
B2B doesn’t have to be all about hard numbers, dry data, and droves of information. We recognized that B2B decision-makers are humans first, with aspirations and interests like anyone else — Cloud Cultures weaves together immersive storytelling and breathtaking cinematography to offer a unique view into how culture shapes innovation while also driving awareness for Microsoft Azure in key regions around the world.
With over 2M views and counting, the series surpassed benchmarks, expectations, and the Microsoft YouTube channel baseline by 706%. For 15-20 minute episodes, we had a remarkable view-through rate +123% above benchmark, indicating high relevance and interest to our BDM and ITDM audiences.
Our main goal for the campaign was to connect with audiences in-market. With paid media limited to US only, all local exposure and engagement gained was completely organic. The overwhelmingly positive reception reflected in the comments from local audiences reinforces the series' effectiveness and resonance.
Everyone believes innovation to be a universal concept, but what if it’s not? As a global company, Microsoft's mission is to empower everyone on the planet to achieve more, but the meaning of 'more' is subject to change, not only on a country-by-country basis, but on an individual one too. With the rapid pace of technological change, we're currently experiencing, it’s never been more important to recognize and celebrate the cultural influences that drive innovation. It’s only by acknowledging the characteristics that make us unique that we can work together to build a more inclusive, equitable future for all.
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