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Enhancing the case study format for social media presence
About the Client
Client: Microsoft India
Project Duration:1 Year (2021-22)
Campaign: Weekly LinkedIn Posts
Challenge
Following the success of creating 50 visually appealing and easily amplifiable short-format content assets for Microsoft India’s customer success stories, Paul Writer was tasked with an even more challenging project. The goal was to create shorter social media posts that encapsulated new case studies in fewer words and a single visual. The campaign required weekly posts on Microsoft’s LinkedIn page every Tuesday, based on briefs collected from the client outlining the use case and success of implementing a Microsoft product or solution.
Solution
To tackle this challenge, Paul Writer assembled a specialised team to craft concise and engaging copy. The strategy included:
- Short Copywriting: Creating single, attractive, and engaging headlines and a short explanatory text that used wordplay to quickly convey the key aspect of each case study.
- Visual Appeal: Designing either static posts or animated GIFs using vectors and typographical emphasis to make the customer the hero of the story while highlighting the Microsoft solution.
Key Insights
Inspired by Cicero who said that brevity is the great charm of eloquence and Shakespeare who said it is the soul of wit we set about the task that required capturing the essence of over 1,000 words in less than 10, aiming to convey the complete message and engage the reader in 15 seconds or less.
The Execution
Weekly Content Creation:
- Brief Collection: Each case study brief was collected through a briefing document or a call with the client, outlining the use case and success.
- Headline Crafting: Short, impactful headlines were created to summarise the case study succinctly along with a short explanatory post copy
- Visual Design: Static posts or animated GIFs were designed to be visually engaging, using vectors and typography to highlight key points.
Results
The campaign ran successfully for a year, with the following outcomes:
- Increased Engagement: The concise and visually appealing posts captured the audience’s attention, leading to higher engagement on LinkedIn.
- Enhanced Brand Presence: Regular, impactful posts helped maintain and enhance Microsoft India’s presence on social media.
- Effective Communication: The ability to convey complex case studies in a few words and a single visual proved to be an effective way of communicating success stories.
This case study showcases how Paul Writer effectively enhanced Microsoft India’s customer success stories by creating highly concise and visually appealing short format content, driving engagement and reinforcing the brand’s market position.
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