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The "Make AI Part of Your Every Day" campaign aimed to bridge the perception gap among small business owners who viewed AI as overly complex and designed exclusively for enterprises with extensive resources. With our partner, Digital Voices, we collaborated with influential creators who owned small businesses or had credibility within the SMB community. This campaign showcased practical applications of Microsoft's AI tools through dynamic video content. Our approach demystified AI, repositioning Microsoft as a committed partner for businesses of all sizes and empowering small business owners to embrace AI for everyday operations.
Microsoft faced a dual perception challenge introducing AI tools to SMBs. Despite its potential small businesses saw AI as complex and inaccessible and our research revealed that small business owners couldn’t visualize practical applications for their everyday challenges. Added to this was Microsoft’s reputation as enterprise-focused, with SMBs doubting the company’s understanding of their needs. The campaign aimed to translate complex technology into relevant solutions, demonstrating AI's value through authentic voices and repositioning Microsoft as a committed partner for SMBs.
The campaign addressed the brief by focusing on authentic storytelling and practical applications of Microsoft's AI tools. Partnering with influential creators who owned small businesses or had credibility within the SMB community, the campaign showcased how Microsoft's AI tools could streamline project management, automate tasks, enhance collaboration, and simplify data analysis. This approach made AI more accesible and repositioned Microsoft as a committed partner for businesses of all sizes. The top three results were: 22 million impressions and 3.6 million video views in Q1, 60 million impressions and 14+ million video views in Q2, and 82 million impressions across H1
Microsoft 365 Copilot was showcased as a tool to help the small business owners featured in the campaign.
