Strategy

• Identify, empower and engage consumer brand advocates to extend their knowledge and passion for Bing.
• Develop a private community for a select group of Bing advocates to crowdsource product features, provide deep marketing insights, create and amplify content and drive earned media impressions and share of voice across the cloud.

Results

• Successfully implemented pilot program from concept to execution.
• Exceeded the targeted base of Bing advocates.
• Generated rich customer stories.
• Stimulated conversation across the cloud.
• Drove earned media impressions.

ComBlu's Role

• Developed recruitment strategy leveraging social ecosystem.
• Built screening and onboarding tools and processes.
• Created multifaceted engagement road map.
• Conducted polls and meet-ups on product features and user scenarios.
• Activated advocates to accelerate marketing campaigns.
• Developed gamification strategy.
• Developed platform and infrastructure requirements.
• Engaged via online and offline events.
• Conducted focus groups.
• Provided access to exclusive content, campaigns and insider information.