SHARE partnered with Microsoft Education to launch a hyper-targeted ABM strategy and campaign to help schools across the globe navigate the ongoing transformation of education.
Addressing global challenges
In 2020 education changed. Schools around the world were learning in ways they’d never done before, from mass closures to remote and hybrid learning. With millions of people adjusting to these new approaches all over the world, it was SHARE’s job to empower and support teachers, staff, parents and students on their education journey in ways that resonate with their individual learning situations and needs.
Empowering every educator
To do this, we created the most bespoke campaign in SHARE’s history using key Account Based Marketing strategies. To form our strategy, we sent out surveys to our list of 170+ global accounts and school districts – by doing this we were able to uncover similarities across learning situations, product usage and messaging solutions which enabled us to segment them authentically for targeting and content.
Now we had full understanding of what our accounts needed, it was time to get the campaign moving. To aid back-to-school season in a way that empowered our audiences, we created personalised Teams and Windows 10 content that spoke directly to them via tutorials, GIFs, animations and infographics. The campaign spread across multiple social and digital touchpoints including Twitter, LinkedIn, Instagram, Facebook, Display and Search, while reaching core school leaders through Content Syndication vendors. Once the full campaign was live, we were able to report on ad performance and optimise to improve where possible.