Drive small companies that manage their own search marketing to sign up for Microsoft adCenter, Microsoft's paid search marketing service. The competition was overwhelming, with Google commanding 47% of the market and Yahoo! claiming another third. Microsoft found itself in the unfamiliar role of the 3rd place underdog, with low market awareness.

Many customers were unsure about Search, and our competitors weren’t educating them. So we offered something unique in the marketplace: friendly, helpful guidance. We created Search Master Steve, a likeable 'search geek,' to help customers get the most out of search, from basic tips to advanced tools and strategies. Our idea is that whether prospects respond or not, every time they see or interact with Steve, they learn something useful about Search Marketing. This differentiates adCenter and wins customers through a multi-touch campaign.

Our campaign initially exceeded monthly sign-up goals by 45%. For FY07, cost-per-acquisition was $100 less than projected, beating the CPA goal by 33%. Steve has also created both visibility and future consideration for adCenter in the marketplace. 62% of prospects claimed they were not aware of adCenter prior to receiving the mailing and 63% of those who did not immediately sign up claimed they would do so in the next 6 months. The Direct Marketing Association cited this campaign in naming Microsoft 2007 Marketer of the Year Award.