Microsoft

Helping Microsoft Speak Human when AI Conversations Turned Technical

In a category defined by constant disruption, relevance became Microsoft’s most valuable advantage.

As artificial intelligence moved from innovation lab to executive imperative, Microsoft faced a defining challenge: how to rise above the noise and build trust with enterprise leaders. Material serves as Microsoft’s creative partner, translating complex AI narratives into human stories that meet leaders in critical decision-making moments.

WHAT WE DID

Creative Services
Content Strategy
Technical Content
Performance Marketing
Video + Animation
Qualitative Research

Approach

Understand the human behind the title: Primary research revealed the specific pressures and decision frameworks shaping enterprise leaders’ thinking at the moment they encounter Microsoft content. These insights enabled us to move beyond generic messaging and address the real challenges facing decision-makers.

Speak to them: A shift from business-to-business to business-to-person storytelling positioned Microsoft’s solutions as the natural next step on a journey we helped map. By leading with thought leadership grounded in real scenarios instead of product features, we built trust with leaders facing high-stakes decisions.

Build the content ecosystem: Full-funnel content systems maximized impact and efficiency. Every creative deliverable functioned both as standalone asset and as part of a larger narrative ecosystem, with each hero piece atomized into derivative touchpoints across channels. One anchor story. Endless activations.

E-books

tackling boardroom challenges with trusted thought leadership content

Infographics

translating AI complexity with data-rich design

Social ads

amplifying key narratives across platforms

Sales decks

driving conversion conversations

Material’s content consistently outperformed benchmarks for lead capture, engagement and click-through rates across Microsoft’s commercial campaigns.

Outcome

The transformation became the most meaningful result: a shift from product-led messaging to human-centered storytelling that built trust with leaders navigating career-defining decisions.

In a marketplace where relevance is currency, we helped Microsoft earn it. One human story at a time.

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