The Challenge

Microsoft aimed to drive large‑scale awareness and event attendance for its global AI Tour, while navigating vastly different levels of market-level AI maturity, cultural nuance, and expectations. Regional teams needed local relevance and global stakeholders needed consistency, all while Microsoft faced the responsibility of promoting AI conscientiously in a fast‑moving landscape. Their strategic goals included reaching a diverse group of decision‑makers at scale (e.g. senior-level and practitioner, enterprise and SMB, etc.) while reinforcing Microsoft’s authority in enterprise AI and driving event participation across priority EMEA markets.

The Solution

Microsoft partnered with LinkedIn on a full‑funnel, cross‑market strategy. They activated precision targeting to reach both senior decision‑makers and practitioners responsible for AI transformation. Using multiple Sponsored Content ad formats, including Event Ads, they built credibility and momentum ahead of each AI Tour stop. On LinkedIn, Microsoft was able to track from ads to conversations. Creative was developed by a central team then adapted for each region, which allowed for cultural nuance and continued optimizations with each event. Microsoft activated senior leaders to further drive trust and expand reach through livestreaming with LinkedIn Live and Thought Leader Ads.

Results

• 8,000+ virtual registrations across two AI Tour live streams
• -40% lower CPL on LinkedIn live stream registrations compared to on-site registrations
• 2x registration rate on LinkedIn compared to website
• 6M impressions