We researched the social conversation to find a spokesperson that best resonated with this college audience — and Aubrey Plaza, who starred in Parks and Recreation at the time, topped the list. With her voice and videos that took advantage of it, we were able to communicate that Office 365 allowed you to make more professional looking documents and still work collaboratively.

While we used traditional pre-roll placements for the campaign, we also leveraged Aubrey’s social reach as well. With just a few tweets, she was able to help drive an additional 2 million organic views on YouTube.