Surface Laptop for Women
ABOUT
On a mission to drive engagement amongst women, Surface needed a page geared toward working women 25-40 for their Surface Laptop.
DIRECTION
We started on the project once photography had already been shot, which helped drive the copy direction unsurprisingly. I also assigned one of my female copywriters to the task.
Highlights
An ongoing trend at Microsoft store was the rapidly increasing revenue share of women. More and more were shopping with Microsoft. This pattern held true for this campaign:
2.5x more online engagement across the purchase journey
Revenue boost of over 19% for the segment compared to the non-targeted Surface Laptop page.
Visitors spent twice as long on the new page than the old page.
