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Microsoft - Ministry of Culture

Microsoft

Know Thy Selfie

Observation

People connect with content that’s sincere and real and from the heart, yet most advertising is the opposite.

Our Response

We offer what we call Authentic Content: engaging short-form docs that can be shared online.

Creating Authentic Content involves four steps:
1. Isolate a subject ripe with relatable stories and relevance to your brand.
2. Interview hand-picked people or experts, capturing moments that are funny, touching, or informative.
3. Activate a social media plan to generate hits and shares.
4. Provide analytics to keep clients apprised of efficacy.

Example

Microsoft asked us for a documentary that explored what “personal” means in relation to tech. Once it was done, we turned various outtakes like this one into short content to be used for promotional purposes.