Microsoft's Collaborative Personalized Video Campaign

The Assignment and Goal of the Campaign

Microsoft wanted to strengthen their brand and increase sales of laptops with the Windows 10 operating system. The target audience was young adults and computer game players. The campaign was also designed to promote a new season of the popular internet tv series „Zivot je hra“ produced by MALL.TV.

Insight & Concept

So the client decided to address the target group through the direct channel of MALL.CZ, its customer base.

The campaign was delivered through e-mail, SMS and the Viber app, using Exponea’s Experience Cloud platform. "Delivery was very easy thanks to Motionlab’s integration with Exponea." says Ondrej Horvath, Customer Analytics Consultant at Exponea, about the collaboration. The campaign’s execution from concept preparation to filming and distribution didn’t take more than two months.

"Our collaboration with Motionlab and Microsoft shows the diversity of MALL.TV. We're a producer of video content and also run our own interactive platform and promotional network. After Microsoft became our partner for the second season of the popular series Zivot je hra, we decided to also focus our messaging on customers of MALL.CZ (a major e-commerce site). So we created a video where we let every customer be the star of the series for a moment. It confirmed that we were capable of creating quality content and to work creatively with advertisers as well."

Vilem Franek, Marketing Director of MALL.TV

Motionlab Platform created a unique personalized video for every viewer. Every video included information about the specific customer and offered him the most relevant product. Microsoft Surface and Windows Ink were also incorporated as a natural product placement in the video story. A team of screenwriters from MALL.TV came up with the creative concept for the campaign.

Personalized Videos

Jan Sekerka from Motionlab describes how data about customers and their purchases was used in the personalization process:

"First we caught the customers' attention by addressing him (by both voiceover and text). This was followed by two scenarios which differed according to the customer's gender. We also worked with the customer’s home address. And at the end, we offered them a relevant product that they might be interested in"

The personalization was carried out with the agreement of customers and was completely GDPR-compliant. All together there were 20,000 personalized videos created with Motionlab Platform.

Summary of Personalized Features

Results

The results exceeded all expectations and benchmarks.

"The click through rate (CTR) from our personalized e-mail campaign was 11x higher than from a non-personalized one (measured by A/B testing). The open rate was almost double in comparison with the best targeted marketing campaigns created by MALL.CZ so far. From targeted viewers, 70% of customers also looked at other Lenovo products as well as those shown in the video. The number of purchases increased. Some of the viewers also started to watch the second season of Zivot je hra which made the relationship between Microsoft and MALL.TV even stronger.

Sales results were also above all expectations. Sales in IT were three times higher than from other comparable campaigns. Users who saw the personalized video campaign, bought 701% more products at MALL.CZ than those who saw a regular (non-personalized) campaign. This case also proved that we can carry out high quality targeting for our campaigns thanks to Exponea. If we connect our services, data and innovative and fun content from MALL.TV and put it together with the platform to attract customers, it delivers a perfect result to all parties."

Michaela Vanerova, Senior CRM Strategist at MALL.CZ

We found that more than 60% of viewers watched the video till the end even though the length of the video was almost a minute and a half. More than 35% of viewers clicked on the video to find out more about the product or to watch the series.

"A personalized campaign is a new way of marketing communication that we decided to use with the Mall Group. This campaign was a follow up to our one-year collaboration on the series Zivot je hra and was the cherry on top of the entire campaign. It helped us strengthen the Windows brand in the eyes of a specific target group. We plan to use personalized videos delivered in this way for other Microsoft products and services in the future"

Sarka Vostarkova, Category Manager at Microsoft.