We had a challenge: change Microsoft’s reputation among Millennials (people between the ages of 20 and 35), an audience who saw Microsoft as a product-focused technology company. We knew that we could change brand perceptions by concentrating on human stories, shifting the focus from Microsoft products to the people who use them to do more. Because Instagram is so popular with Millennials, we chose it as the perfect platform for a global adventure featuring these inspiring stories.

We launched a worldwide photography tour celebrating influential people breaking boundaries in their respective fields – powered in part by Microsoft products. For example, we profiled the US barista champion who is bringing the United States and Iran together over coffee-creating practices and competitions. In just four months, Microsoft became one of the most followed consumer tech brands globally (60,000 followers), and our posts have reached a collective eight million users. And Microsoft has received national attention from publications like Mashable and PR News for the global tour and the creation of a cohesive content series.

Our team identified more than 140 potential candidates for the #DoMore tour. We found a surgeon who uses 3D printing to dramatically improve heart surgeries, a shark-diving marine biologist, and a Microsoft engineer with a second career as a fashion designer, among others.

To document these amazing stories, we hired Justin Bastien, a renowned adventure photographer and influencer in his own right, to travel across nine countries in 60 days to photograph the individuals in their element. We also leveraged five Instagram influencers based on following, content engagement, and relationship with Microsoft.

Since launch, we’ve celebrated more than 30 “doers” on our channel. We also adopted a hashtag strategy to categorize our profile content and grow our follower base. We optimized paid media buys in real time and frequently consulted analytics to ensure that we were delivering on positive sentiment, daily channel growth, and general engagement.

We got 60,000 Instagram followers in less than four months, with positive sentiment improving by 300%. Twitter mentions of Microsoft and #DoMore increased by more than 3,000%. Nielsen Instagram surveys showed significant ad recall (11-point increase) and warmth for the brand. We received coverage in Mashable, CIO, Iconosquare, and PR News, who highlighted Microsoft as a top Instagram brand to emulate. We garnered coverage on blogs frequented by our tour participants, like coffee blog Sprudge, after profiling a champion barista. Instagram even shared our #DoMore content in their CES booth as an example of best-in-class photography.