creation KPI
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College kids were flocking to Google Docs in droves. There were a few reasons. The first is that Google Docs is free. The second is that all the documents could live in the cloud and made collaboration simple. Microsoft was moving to a similar model, but it had a reputation as a dinosaur among younger audiences. Once they locked in to using Google Docs, they saw no reason to go back.
Young people weren’t exactly primed to hear Microsoft’s pitch. Google was seen as the innovator. They were seen as the one who “cared” because they offered software for free. So, a typical happy-shiny-people spot wasn’t going to work. What Microsoft needed was an attitude different than their typical brand persona, someone like Audrey Plaza. She’s odd, sarcastic, and even a tad mean. She was also hugely popular with the demo. Her unique delivery made the message more disarming to an audience who had frankly grown suspicious of Microsoft.