Microsoft Explores the Endless Possibilities of AI in Multi-Part Globe-Trotting Creator Campaign

Four-part social media campaign from Superdigital takes a hands-on approach to launching Copilot+ PCs, organically earning 9 million views and over 200K engagements

As longtime partners, Microsoft and independent creative agency Superdigital have created some of the most memorable brand moments on the internet – from viral TikTok filters to internet-breaking collabs with satirical designer Emily Zugay. They’re also no strangers to the transformative power of social media, especially when it comes to introducing new technology like AI. That’s why they embarked on a multi-campaign journey, enlisting creators from around the world in an effort to educate and build excitement for Microsoft’s new AI-enabled Copilot+ PCs, including the latest Surface Laptops and Pros.

For the months-long campaign, Superdigital put the new products in the hands of real people, showcasing how Microsoft is leading a new era for AI. The result was a globetrotting 38-video content series that set a Guinness World Record, sparked conversations and organically earned 9 million views and over 200K engagements.

“In our initial research, we found that most folks were confident that AI integrations into products would be table stakes for the future of tech, but an overwhelmingly large number of consumers don’t actually feel prepared for that future,” said Superdigital Head of Strategy Whitney Wolf. “So, beyond driving awareness around these amazing new products, we needed to make a seemingly complicated technology feel tangible and relatable at a time when AI skepticism was flooding the internet. To tell this story the right way, we put real humans at the center – people who were already openly embracing AI to help them achieve their goals. This allowed the campaign to really act as a mirror to the community, showing them that their ambitions – big or small – can be achieved with the support of Copilot.”

Strategic rollout of the effort was separated into 4 distinct campaigns:

• “Flavor Flight” – To build excitement for the eventual launch of the Copilot+ PCs, they tapped online cooking creators from the US, Canada, France, UK, Germany, Japan and Australia to create content incorporating personal tips, Copilot-provided challenges, and ingredients native to their home country. Standout participants included FitGreenMind, who tackled a Kartoffelpuffer (German potato pancake) recipe, and Carolina Gelen whose Copilot-suggested banana curry pizza recipe sparked huge engagement (and widespread skepticism). All together, the 16 videos earned 6.1M views and more than 112K engagements.
• “World’s Largest Painting” – In this multi-part content series featuring iconic pendulum painter Cole Newman (@colescolor), he sets off on his lifelong dream of breaking the Guinness World Record for the largest dripping pendulum painting ever created, using a crane and a canvas totaling 2024 square meters. Cole used Copilot in Windows 11 to break down the entire process – from sourcing materials/locations, to inspiring his final product visually, attacking larger than life problems, and even creating a mini-scale version of this massive pendulum painting. Then, cameras were on hand as Cole successfully broke the world record. The effort earned 411K views and 11K engagements.
• “Windows 11 Wallpaper Expedition” – They asked creators from around the globe – 7 different people in 7 key regions – to leverage Copilot and the new Surface Devices to plan, capture, and edit an image destined to be a new Windows wallpaper seen by millions (or more). These photographers used the AI-powered Copilot+ PCs, Surface devices to research, plan and execute the massive undertaking, earning a place among Windows’ most celebrated wallpapers. The most popular video content came from Canada’s Justin Choquette, who braved severe weather, and the US’s Caleb Wielhouwer, who headed to Alaska in search for the perfect shot. Overall, the content earned 763.1K views and 48.55K engagements.
• “Challenge Accepted” – To introduce the new Surface, Copilot+ PCs, they teamed up with 3 macro-level creators, using Copilot and Windows 11 to support them in achieving big goals – running of a business, putting on an event, and the creation of a new accessory line. The most engaged and viewed creator was actress and television personality Tamara Mowry, whose audience was interested in how she was using the new Copilot+ PCs and specifically Cocreator to launch her new hair accessory line. This final phase earned 2M views and 65K engagements.

As importantly, sentiment across the campaign was an average of 80% positive. Respondents indicated that the range of creators’ storytelling helped them see Copilot+ PCs as top-of-the-line devices, with equally accessible and out of this world AI capabilities to level up an array of use cases.

“Introducing a new product is always exciting but this launch was on a whole new level,” adds Superdigital Managing Partner Biz Hennigan. “I’m proud of our collective teams for keeping it real, telling organic stories and not force-fitting something that didn’t feel right. It was a career highlight and a true team effort, allowing us to navigate this exciting new territory together.”  

Source: Superdigital

  Advertising, AI, Campaign, Copilot, Marketing, Microsoft, Superdigital