Microsoft - Laptops for Your Lifestyle

Campaign Overview:

Microsoft Laptops for Your Lifestyle; 16M Reach, 1,100+ Sales Opening Week fused tech and fashion, pairing Microsoft laptops with accessories and lifestyle personas to guide customers in choosing products aligned to personal style.

Clients: Microsoft, Intel, Asus | Year: 2021 | Location: UK
My Role: Senior Art Director | Creative Director

Full Case Study

We shot B-roll and scenes, creating video adverts across Amazon.

We shot B-roll and scenes, creating video adverts across Amazon.

Hero group shot, created for use in the media. Photoshop used for this, as they were all shot separately.

Hero group shot, created for use in the media. Photoshop used for this, as they were all shot separately.

Six separate media drivers, all tailored for the different audience segments.

Six separate media drivers, all tailored for the different audience segments.

Hero image customers discovered within the hero brand store on Amazon.

Hero image customers discovered within the hero brand store on Amazon.

Behind the scenes of the shoot.

Behind the scenes of the shoot.

Motion frames curated for the Brand Store.

Motion frames curated for the Brand Store.

Media and Landing experience snapshot.

Media and Landing experience snapshot.

Mobile frames of the user experience we created, customers were able to shop the look and the laptop.

Mobile frames of the user experience we created, customers were able to shop the look and the laptop.

The colors used were really powerful, uplifting the laptop category.

The colors used were really powerful, uplifting the laptop category.

Video advert, created for use on Fire TV and across social channels.

Case study

Challenge

Laptop purchases were impersonal and overwhelming on e-commerce platforms. Microsoft wanted to reduce “choice paralysis” and create an emotionally engaging, personalized shopping journey.

Insight

53% of consumers view devices as fashion statements. Positioning laptops as style extensions would enhance engagement and drive conversion.

Idea

Curate lifestyle personas (e.g., “Rising Star,” “Creative Thinker”) and pair each with tailored laptop collections and fashion accessories, enabling customers to choose based on identity and style, not just specs.

Execution

  1. Interactive Amazon page design with scrollable collections.

  2. Personalized marketing campaigns targeting distinct lifestyle segments.

  3. Bundled tech-fashion collections for cohesive shopping.

Innovations

  • First integration of laptop shopping with fashion on Amazon.

  • Interactive scrollable UX simplified navigation.

  • Personalization at scale leveraging audience insights.

Impact

  • 16M unique viewers; 95% scrolled entire page.

  • “Rising Star” persona CTR: 0.34%.

  • 1,100+ laptops sold opening week; format scaled globally for 4M sales.

  • Scaled globally, generating 4 million total sales across subsequent campaigns.

Credits

  • Designer: Andrea Tamborini

  • Senior Art Director: Matthew Swan

  • Copywriter: Sim LeCompte

  • Program Manager: Gemma Brydon

  • Design Technologists: Armand Biteau

  • Video Production: Neil Coxhill

  • Amazon Fashion Styling: Thais Altman & Boyd Alexander

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