What We Did

  • Consumer media relations
  • Broadcast media relations
  • Online and digital communications
  • Media promotions
  • Event marketing, stunts and launches
  • Cause-related and community-based marketing
  • Consumer research, diagnostics and trend tapping

Microsoft: MSN Experts

Waggener Edstrom developed and launched the MSN Experts program as a vehicle to turn the experts found on MSN channels into trusted sources for media and to provide, useful information to consumers in venues where they are receptive to our content.

Strategy

To increase consumer awareness and brand perceptions for MSN.com, Waggener Edstrom launched a program harnessing the talents of MSN Experts in the areas of Autos, Entertainment, Lifestyle Career, Money, Fitness & Weight Loss, Travel and Home Decor Shopping to help establish them as valuable and trusted sources for the media. The program targeted media outlets with the most reach to critical audiences for MSN and leveraged key consumer trends to highlight MSN content and channels.

Result

The launch of the MSN Experts program was met with great success, garnering favorable consumer media coverage, and increasing awareness and brand perceptions for MSN. This in turn helped drive new users to MSN and helped retain current users. Coverage results to date include:

  • National Broadcast Television: Live interviews with experts on CBS Early Show, CNN and Fox News Weekend
  • Radio: 44 radio interviews with stations in the top 25 markets, including top-hits such as Wall Street Journal This Morning (syndicated nationwide), Morning Living Show on Martha Stewart Radio, and Karen & Christine in the Morning (NY’s #1 radio station)
  • Print: Inclusion in nearly two dozen print articles, including Associated Press, Dow Jones Newswire, Los Angeles Times, Maxim, Real Simple, Health and Self

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