In the past few years, there have been many changes in the personal computer (PC) industry, such as rising costs of materials, high levels of inventory, and decreased consumer demand in Italy (-15% YoY).1 Also, customer shopping habits are changing as they browse and research products in a shorter period, thus making it even more difficult for PC brands to connect with them at early stages of their decision-making.2
Given these changes to the PC industry, Microsoft wanted to find a creative way to stand out in this competitive category. They turned to Amazon Ads to help them increase their conversion by focusing on upper-funnel marketing. These strategies could help reach potential new customers who are looking for premium priced PCs, a category still showing positive trends in the industry.
Microsoft collaborated with Amazon Ads to develop a tailor-made branding project dedicated to Windows’ unique features by designing a narrative …