Microsoft Bing Insiders

Drive consideration and preference, deepen product engagement and increase earned media.


  • 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.


  • 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.