Looking at Microsoft’s ad, it’s obvious that the tech giant is a fan of goal. Some of the brand’s most eye-catching and significant work includes the 2018 campaign for the Xbox Adaptive Controller and last year Super Bowl commercial featuring former San Francisco 49ers coach Katie Sowers, a Adweek Pride Star, the first woman to coach in the big game. Industry experts believe that Microsoft’s deep commitment to inclusion – internally with its employee makeup and externally in its marketing – contributes to the authenticity of the brand’s positioning.
“What’s great about Microsoft is that it’s not just about a targeted marketer. It is an organization driven by a goal. They are always striving and innovating to make the world a more inclusive place. And our job is to tell those stories in the most magical way possible, ”said Sean Bryan, co-executive managing director of McCann North America.
Josh Loebner, Director of Strategy, Diversity, Equity and Inclusion at Designsensory and member of Adweek DCI Council, said Microsoft is light years ahead of many other brands.
“I believe that every brand that welcomes people with disabilities is making positive and significant progress,” he added. “But Microsoft is ensuring that it is deeply integrated into its products and [culture]. “
There are a lot of simpler advertising from the brand, but putting the goal at the heart has become more evident in the journey to more inclusive marketing. At CES last week, MJ DePalma, Head of Multicultural and Inclusive Advertising at Microsoft, shared new research that continues to tell the story of how goal can drive customer loyalty and growth.
DePalma also referred to the brand’s “Marketing With Purpose Playbook,” a publicly available resource for any brand or marketer. Here are some important observations and data points on how brands can map an objective journey.
Trust and love
Further research supports the theory that brands that put their lens at the center not only tend to gain the admiration of consumers, but also perform better financially. According to DePalma, this works in actions that are less outward looking for the public, like finding more socially aware and diverse suppliers. When a brand preaches, it creates meaning and, most importantly, trust and loyalty.
“Our research shows that values generate value,” said DePalma. “Meaning shared between a person and a brand can begin to co-create a relationship of trust.”
Crocs is an example of a goal in action that built trust and love. DePalma shared a clip from a Microsoft Advertising show where Heidi Cooley, head of global marketing at Crocs, described the brand’s response as the pandemic began to escalate. She learned that healthcare workers needed the functional benefits of the product, comfort, ease of putting on / taking off and cleaning.
“We knew we were a brand that had to respond,” noted Cooley.
In the end, Crocs donated 860,000 pairs of shoes to what she called a “health hero,” worth more than $ 40 million. For DePalma, this is a clear example of the right way to approach the goal, given that Microsoft’s research indicated that 85% of consumers say they will only consider a brand if they trust it.
Presenting a “loyalty curve” to further illustrate this point, it traces the path of responsibility, values and inclusion – three fundamental elements – related to brand love and trust. Nailing the three components leads to loyalty.
“The key is to demonstrate the actions [in all three areas]”Said DiPalma.
The risk of not caring for this vital consumer garden can be catastrophic. According to Microsoft research, 63% of people stop buying from a brand because they have lost confidence. But what is most telling is that almost 70% would never buy from the brand again.