During their 2021 Women’s History Month campaign, Microsoft wanted to do more than celebrate women for one month. They wanted to elevate the voices of women who are smashing stereotypes and changing systems for the greater good.
They wanted to spread awareness among 18- to 34-year-olds and represent diversity in ethnicity, race, gender, background, and ability.
They wanted to provide meaningful resources and create traction for a dialogue for change.
To do this, they created the It’s Her campaign—and they challenged Landor & Fitch to transform it into a platform for recognition, learning, and growth.
When women achieve more, we all benefit. With this principle in mind, we focused our creative strategy on one thing: making each woman’s story as distinct and meaningful as the work she’s doing in the world. So we created one stunning platform that recognizes her and all of her accomplishments.
To do this, we created a vibrant, interactive, and customized pattern strategy that complemented Microsoft’s featured women at every touchpoint. These included Microsoft’s In Culture website banner and landing page, social media, and Teams backgrounds that celebrated women—and allies of all genders—in real time during work. We then crafted a narrative that captures the mission of It’s Her, as well as story-specific language that celebrates not only what each woman has accomplished—but how it’s impacted the greater good.
The campaign’s launch drew attention to a critical outage in the stories tech leaders are telling—and showcased Microsoft’s role in supporting women’s success.
It resulted in more Women’s History Month event attendees (6618), more time spent on Microsoft’s campaign website (15 seconds longer), and 800% more impressions (53.8M) and page views (2.8M) than the previous year.
Its web interface and social media presence led to 1.1 million campaign video views. Microsoft Teams backgrounds were gauged as one of the most valuables assets in gaining traction for the campaign internally at Microsoft.