Background
Copilot+ PCs is a new category of Windows PCs, designed for AI. This new category has completely reimagined the entirety of the PC – from silicon to the operating system, the application layer to the cloud – with AI at the center, marking the most significant change to the Windows platform in decades.
Responsibilities
My responsibilities for this launch included leading creative strategy, brand storytelling, and go to market consumer readiness across all marketing channels.
Core skillsets included:
- Creative strategy
- Brand strategy
- Value prop and messaging
- Product positioning
- GTM readiness
- Channel outbound enablement
Key teams and stakeholders
- Brand
- Integrated marketing
- Product marketing
- Creative agencies
- First party channels
- OEM partners
- Retail partners
01
CHALLENGE
How can we launch Copilot+ PCs and smartly position it against the rest of the Windows PC ecosystem so that there is a clear understanding of the unique benefits between the two categories.
02
INSIGHT
Consumers are still slow to adopt the needs for AI PCs, and many are weary of AI benefits. How can we introduce this category and create curiosity and excitement for Copilot+ PCs.
03
TARGET AUDIENCE
The target audience for Copilot+ PCs are Prosumers. These are people who are high tech adapters and are eager to try new technology.
Deliverables
Value proposition development
Worked with Product Marketing to identify core feature priorities for marketing and led copywriting to design a clear messaging strategy inclusive of hero value prop, core pillars, and reasons to believe.
This messaging framework is picked up by teams such as creative agencies, device and retail partners, and PR to design campaign executions, keynote talk tracks, PR blog posts, etc.
Campaign Messaging
Led the campaign messaging creation for Copilot+ PCs, working with Buck Design Agency. Together, we created the hero headline A new AI era begins paired with the strongest value prop Windows has ever seen, The fastest, most intelligent Windows PC ever. This headline was picked up across all marketing executions.
Go to Market Readiness
Led the cross channel go to market readiness for Copilot+ PCs, ensuring that all 1st and 3rd party channel executions reflected the premium brand and visual identity consistently everywhere.
The launch was a full omnichannel approach with a unified creative strategy that lit up globally across .com, in-store physical displays, retail demo experiences, and retail seller training.
Press accolades
Outcomes
01
Consistency
Successful consistency of messaging and creative assets displayed across 130+ tracked channels and activations from Windows.
02
Quality
The messaging for Copilot+ PCs has been the hardest hitting story Windows has ever received, and coupled with the creative imagery delivers a toolkit that has introduced a new visual identity for Windows.
03
Reach
The messaging and creative strategy used in creative campaigns are designed to drive engagement and convert key audiences, with an estimated 7 billion+ impressions.
