Case Detail

Case Summary

It's a New Day: Microsoft’s Office 2007 Launch Campaign

Case Number: 5-409-756, Year Published: 2009

HBS Number: KEL533

Request PreviewBuy

Authors: Mohanbir Sawhney; Sachin Waikar

Key Concepts

Digital Marketing, Social Networks, Product Launch, New Media, Marketing Communication, Social Media Marketing

Abstract

Microsoft’s Office team was developing the marketing communication plan for its new product, Office 2007. Office was a very mature product and several versions of the product had been introduced over more than 20 years. As such, the new version had to overcome the consumer perception that the versions of Microsoft Office that they already have are “good enough” for them. The Office 2007 marketing team has come up with a two-step campaign strategy that sought to first create awareness and intrigue using traditional media, followed by the heavy use of digital media to get consumer to experience the product through different types of “digital experiences.” The team needs to decide how much of its advertising spending it should shift from traditional media to digital media, how to design the most effective digital experiences and how to measure the effectiveness of digital experiences. The case is set at a time when digital media were emerging as a promising way to engage consumers more deeply with brands and products, but marketers were uncertain about the relative effectiveness of different digital marketing tactics and the optimal mix of traditional versus digital marketing channels for different product, market and campaign contexts.

Number of Pages: 13

Extended Case Information

Teaching Areas: Marketing, Technology

Teaching Note Available: Yes

Geographic: United States

Industry: Computer Software

Organization Name: Microsoft

Organization Department: Business Division

Organization Size: Large

Decision Maker Gender: Male

Year of Case: 2007