Microsoft Laptops for Your Lifestyle: Where Tech Meets Fashion

Challenge

The traditional laptop buying experience often leads to "choice paralysis," with customers overwhelmed by options on impersonal platforms like Amazon. Microsoft needed to address this challenge by creating an emotionally engaging experience that aligned laptops with personal style and lifestyle needs.

Insight

53% of consumers view their portable devices
as fashion statements. This revealed a missed opportunity to position laptops as extensions of personal style while simplifying the decision-making process for customers.

Idea

We launched "Laptops for Your Lifestyle,"
a curated tech-fashion experience that combined Microsoft’s audience insights with Amazon Fashion. By developing lifestyle personas and pairing them with tailored laptop collections and accessories, we made it easier for customers to find laptops that matched their unique styles and needs.

Execution

1. Lifestyle Personas: Developed personas (e.g., “Rising Star,” “Creative Thinker”) to align laptops with individual lifestyles.

2. Curated Collections: Paired laptops with matching accessories and fashion items
   to create cohesive tech-fashion bundles.

3. Interactive Page Design: Designed an engaging, scrollable Amazon page showcasing collections in a visually appealing format.

4. Targeted Marketing: Used data-driven insights to reach diverse customer segments through personalized campaigns.

Innovations

• Tech-Fashion Fusion: First campaign
  to integrate laptop shopping with fashion accessories on Amazon.

• Interactive Design: Scrollable page design enhanced user engagement and simplified navigation.

• Personalization at Scale: Leveraged data insights to curate collections tailored to individual preferences.

Impact

• Reached 16 million unique viewers across platforms.

• 95% of visitors scrolled through the entire page, demonstrating high engagement.

• The “Rising Star” persona achieved a 0.34% click-through rate (CTR).

• Over 1,100 laptops sold in the opening week.

• Successfully scaled the campaign format, generating 4 million total sales across subsequent campaigns.

Credits

• Designer: Andrea Tamborini

• Senior Art Director: Matthew Swan

• Copywriter: Sim LeCompte

• Program Manager: Gemma Brydon

• Design Technologists: Armand Biteau

• Video Production: Neil Coxhill

• Amazon Fashion Styling: Thais Altman & Boyd Alexander