Bing needed to rethink their acquisition program for small businesses. We found the audience engaged with facts and figures but had limited time, budget, and SEM experience. Our campaign balanced inspiration with actionable data, humanizing complex information with graphic treatments and customer stories.

My Role: Creative Direction, Copy, Content Strategy, User Research, Test Development, Stakeholder Management, Presentation

What I did:

• Conducted audience research to uncover barriers and motivators.

• Developed messaging that made data more accessible and compelling.

• Created a video series with insights and customer stories.

• Developed content strategy and delivered supporting emails and graphics that tied it all together.

How it went:

• Campaign resonated with busy SMB owners.

• Bing adopted elements of the campaign into their official brand guidelines.