While Microsoft’s Windows was a consumer software pioneer in the 90's and early 2000's, many of today's Gen Z consumers—who had their first experiences with computers as preteens in the 2010's—were introduced to a world culturally dominated by Apple’s macOS (which launched more than two decades later in 2007). Windows had revolutionized the way people interact with technology, yet younger generations were largely apathetic because they hadn't experienced the brand from a place of joy.
With the launch of Windows’s first operating system release in five years imminent, we saw an opportunity to change that. We would make the brand relevant to a new generation of consumers by aligning the product launch with the launch of @Windows on TikTok.
Our strategy? A multiyear partnership with content creator and “logo designer,” Emily Zugay. But to get going, we had to let Emily know that we were serious about wanting her creative touch.
So we followed her.
Just her.
Only her.
We activated our commenting strategy, engaging new videos with pleas for a Windows logo redesign. Our inaugural followers continued the conversation until Emily agreed. And in a moment made for TikTok, we blew up the platform, suddenly propelling Windows 11 into the cultural consciousness of a new generation. How? Once Emily gave our four-paned window-shaped logo her treatment (replacing the blue squares with...a photo of her face) and posted her satirical redesign video, we took it a step further. We took Emily's new Windows logo and put it on our New York flagship storefront, and—of course—shared on TikTok.
The community went wild. And continues to do so more than two years later.
It's a story of longevity in brand building, entertainment, and community. The foundation of this organic relationship keeps on giving. Literally, each year with Windows-themed holiday sweaters, custom laptops, tablets, and consoles, in exchange for a whole lotta brand love.
As a result of two years of ongoing partnership, our organic content has driven more than 30MM likes, and more than 196MM views, with 11.4MM of those views coming from Emily’s most recent Windows post on November 29th, 2023.
Overall, our launch of Windows on TikTok grew a following of more than 2MM followers, with the first million engaging within the first nine months. Not only do we continue growing year-over-year, our reintroduction of computer software as a beloved community brand cost a total paid media budget of zero dollars.
Our TikTok campaign became a tentpole moment in the launch of the new operating system, and the brand's success on TikTok quickly turned into an active community of love for Windows, earning "best brand" on TikTok accolades and garnering earned media attention in both consumer press and the advertising trades. Not only did we help the legacy brand connect with today's audiences, our talent identification, engagement strategy, and organic community building has built the foundation for an impactful and long-lasting creator partnership.
Ultimately, Windows' partnership with Emily Zugay on TikTok reestablished the legacy brand's cultural relevance in an evolving consumer technology landscape, creating genuine brand love from a growing digital native audience.
