Building launch buzz for Microsoft Ignite

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The brief

ShareGate had a run of new Microsoft 365 features to launch at Microsoft Ignite. My job: turn them into one campaign that built buzz all the way to launch.

The process

I treated it as one campaign system, not a pile of one-off ads.

01 · Map features to the funnel

Each release got a job at every stage: get noticed, explain the value, then drive the demo or trial.

02 · Start from real IT pain

Concepts came from what admins actually deal with: PowerShell scripts, migration headaches, messy tenants. Humour up top, proof further down.

03 · Ship in sets, then test

Every concept shipped as a set: square and story, static and animated, several hooks. Spend followed what performed, and the rest got reworked.

04 · Let customers close

Lower in the funnel, customer results and G2 reviews did the convincing, from STIHL’s 12 TB migration to Avvenire and Arkin.

05 · Build to the Ignite moment

The same visual language carried into landing pages, out-of-home and the booth, so Ignite felt like the payoff.

Wall of 161 ShareGate paid social ads, squares and stories, grouped by campaign

Motion

ASCII walker loop

Web design

Microsoft 365 migration hero

Web design

Illustrated campaign hub

Web design

Migration landing page

Out-of-home

Subway poster

Paid social

Funnel-stage ad variations

Product

Migration tool on mobile

The outcome

By the time Ignite opened, the audience already knew what was new. The launch felt like a payoff, not an introduction.

2.5×

LinkedIn CTR vs. benchmark

2,346

Clicks from the top 3 LinkedIn ads

161

Ads designed and shipped

Next project

Relay Financial ↗

A product graphics system

Relay Financial ↗

A product graphics system

Case studies

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