Situation: Microsoft Core Infrastructure Optimization (IO) provides businesses with a framework for attaining an IT infrastructure that is more agile, secure, and efficient. To drive awareness of Core IO for small and mid-size companies, Microsoft asked Advaiya to create a social media forum that would engage IT Pros as a community.

Solution: Advaiya created “Ask Uncle Bob,” an integrated social media campaign designed to attract interest and invite IT Pros and decision makers into the Core IO conversation. We developed a single, approachable persona (Uncle Bob) with the skills, interests, and experience of a typical small business IT Pro. Under the branding of Ask Uncle Bob, Advaiya created a global community on Facebook and built a campaign calendar that included editorial updates, blog posts, case studies, and Twitter feeds. Our goal: sustained worldwide participation.

Result: Today, Ask Uncle Bob provides a creative way for Microsoft to engage customers and a vibrant space for the IT Pro community to discuss issues and outcomes. Ask Uncle Bob continues to be a source of information, resources, and partner support for IT Pros, enhancing their online experience and generating excitement for Microsoft technologies.