Microsoft was launching the latest version of Office 365’s Enterprise SKU called E5. It provided a single, unified platform for communications, productivity and security. Since As E5 would impact a company’s entire workflow, Microsoft needed to creatively engage 3 core audiences: CEOs, CMOs and CIOs.
To create an immersive experience, we used virtual reality as the medium to tell the Office 365 E5 story.
We created a fictious narrative about a company called Contoso, a mobile device manufacturer that recently migrated to E5. We produced 3 VR videos from the perspective of their CEO, CMO and CIO to show how E5 had transformed their workflow.
We took an account-based approach to determine targeting for this campaign. We targeted C-suite prospects, sending . VR viewers labelled with the names of the CEO, CMO, and CIO. A sleek parcel containing an instructional card and 3 VR viewers was sent to the CEOs on our targeted prospect list requesting that they pass along the viewers to their CMO and CIO counter parts.
Microsoft sellers followed up with each prospect to book meetings and take them through the experience of turning their office walls into a 360 degree canvas.
The use of VR technology combined with ABM targeting drove significant revenue. Four months into the campaign, we drove a 200% increase above the expected adoption. Six months in, we drove a 460% increase, equating to 9X the revenue target.