Legends of Excel
campaign ideation • copywriting • social • production
First, allow me to introduce you to something incredible you probably didn’t know existed:
The Excel World Championships
BRIEF
Microsoft needed a campaign to promote the Excel World Championships. But the world of Excel? It’s insider baseball.
IDEA
Insider baseball cards, so to speak. A set of digital cards to celebrate iconic Excel archetypes users could adopt as their own.
Meet the legends.
Pulling inspiration from Microsoft’s own AI, Microsoft Designer, we created ten cards, each with their own unique Excel personality.
Posted across Instagram, Twitter and LinkedIn, each invited people to tune into the championship to see these legendary moves at play.
And, most of all, to tag their friends in the legendary archetype that most suited them.
And the real-life legend.
When the time came, the 2023 winner earned his own legendary status… as well as a little merch.
And in the end, the tournament was such a fan of the campaign that they actually used the legends to build the assignment for the competitors!
Now let’s talk numbers.
After ten cards, 20+ assets and three calls with a focus group from accounting to gut-check our Excel terminology…
engagement up 21%
link clicks up 39%
highest performing Excel campaign on @Microsoft365 channels
ECD
Jason Marks
Designer
Esteban Diavanera
Agency
Edelman
ACD Art
Mike Kohlbecker