Background
I spearheaded the Surface Partnerships program to enhance the cultural relevance of the Surface brand. The goal was to intersect culture, product, and people by collaborating with brands that share Surface’s values, thereby reaching audiences beyond our usual scope.
The first partnership was with Liberty London. To celebrate Surface’s 10th anniversary, we created a special edition Surface Pro featuring a laser-etched vibrant floral print inspired by the Windows Bloom on the back of the device, along with an exclusive matching Type Cover pattern. Limited quantities were sold at both Microsoft and Liberty stores in select markets.
Responsibilities
Developed the strategy for the Surface Partnerships program, collaborating with the research and insights team to analyze the ethnographic behaviors of Surface fans. This helped identify the guardrails and optimal types of partnerships for Surface.
Core skillsets
- Creative strategy
- Brand strategy
- Data analysis
Key teams and stakeholders
- Brand
- Integrated marketing
- Product marketing
- Creative agencies
- Research and insights
Outcomes
01
Sold out inventory
The Limited Edition series was exclusive to the launch of Surface Pro 9, and all units sold out within two weeks of launch.
02
Cultural buzz
The collaboration between Microsoft Surface and Liberty London generated a lot of excitement. Users appreciate the unique and artistic floral design that combines Liberty’s iconic prints. Many fans have praised the aesthetic appeal and craftsmanship of this collaboration.
