Modern Achievers &
Modern Parents
For the work I do for Microsoft, our biggest target audience falls into the “Modern Parents” or “Modern Achievers” category. From a market positioning perspective, we are well-versed at speaking to this audience.
This audience has very little time and they want to make the most of it. They might be busy with children, or career goals, or travel and experiences; perhaps a combination of all three or many more descriptors.
This is our true “consumer” audience and you can find many examples on this page of how we tackle B2C marketing within display banners, social stories, and social feed placements.
B2C Direct Response Campaigns
How does my team target the Microsoft Consumer Audience?
We conduct competitive analysis research, and present it to stakeholders.
We put ourselves in the shoes of the audience, which many of us fall into naturally.
We use past performance metrics and data to shape our creative choices.
We tailor our color palette, layout, CTA, and more based on how this particular audience reacted in the past.
We continue to test, learn, and pivot.
We use copy to be relatable, informative and unintimidating.
In Fiscal-Year 2024, we created approximately 28,313 assets for this audience.
In Fiscal-Year 2024, our creative garnered approximately 9.3 billion impressions.
Need more examples of the innovative digital work my team is producing?