Microsoft CMO Chris Capossela Shares Marketing Insights at McCann
Microsoft CMO Chris Capossela visited the McCann offices for an engaging discussion about Microsoft’s vision, culture and marketing strategy.
One of the main approaches to marketing that Chris discussed is their focus on “surprise storytelling.” Featuring stories from real people has connected with consumers and reminded them what Microsoft stands for. Not only have they used real people, such as in the #MakeWhatsNext campaign, they have also experimented with using real people in other mediums. For example, Microsoft launched a long-form journalism page on its website where they share stories about life at Microsoft – infrastructure, employees, etc. Storytelling has been the vehicle for showcasing what Microsoft stands for: inclusion and diversification of all people.
The second takeaway Chris shared is the importance of learning from Microsoft fans. The more they focus on their fans – someone who uses their stuff, talks about their stuff, and loves their stuff – the better sales are. Fandom starts with a single product and, once they have that fan, it is Microsoft’s job to hold on to them for life. The best way to do this is to create awesome products, create a personal connection, behave well as a company and provide some surprise & delights.
As an added takeaway, Chris gave McCanners a recommended read: “Just Mercy” by Bryan Stevenson. But be warned, this is not a light read; it is in fact a book of extremely heavy pieces, but one of the best pieces of storytelling Chris has ever read.