Excel Contest / Social campaign / Microsoft
Challenge: Related tags:

150 %

grow of the fan base on The Excel Facebook Page 

55 % 

of the new visitors entered the contest by submitting a story

29 %

of entrants invited their friends to join the campaign



To celebrate Excel’s 25th anniversary, Microsoft wanted to create a highly engaging Facebook campaign that would accomplish several specific goals:

  • Acquire fans
  • Foster brand engagement
  • Drive brand awareness
  • Cross promote Kinect for Xbox 360
  • Strengthen the consumer-brand connection
  • Gather insights into consumer-brand  associations
The strategy was simple, yet powerful: create a viral campaign app called Favorite Excel Memories that used nostalgia as a trigger and appropriately motivated fans to advocate for the brand in a positive & authentic voice.  Once registered, fans could post a short story about their favorite Excel memory for a chance to win a free Xbox 360 and Kinect package.
Winners were determined by the number of votes their Excel stories received from the community. To drive viral brand awareness and campaign reach, the app provided options that allowed a fan to share their Excel memory with friends and encourage them to vote for their story.
The social strategy was extremely successful in achieving the campaign goals including motivating fans to advocate for the brand (for free!) by having them declare and share their own positive associations for Excel.

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