On International Women’s Day, Microsoft’s Make What’s Next campaign launched alongside our new initiative, the Patent Program. The Patent Program is an annual commitment from Microsoft that will sponsor girls by providing them with a team of experts to help realize their ideas and apply for a patent.

The launch video got to the heart of the problem. We asked young girls if they could name any inventors. They quickly named male inventors. However, when asked to name female inventors, their answers, or lack thereof, proved there is a concerning lack of awareness regarding female inventors.

However, there are tons of female inventors, we used the launch video to celebrate these women and educate the world about their incredible contributions, making them household names like Einstein or Franklin. It also served as a call to action for young girls to #makewhatsnext and participate in the Patent Program.

The Make What’s Next campaign launched on March 7, 2016. The following day, the Patent Program was announced during the International Women’s Day Conference at the UN. The launch video was released in over 60 markets and led people to our landing page, which offered girls the tools to #makewhatsnext. Girls learned more about other aspiring female inventors, and a live carousel featured what people were making and sharing using the hashtag. Girls could also learn about other programs Microsoft sponsors such as DigiGirlz, the YouthSpark Hub and of course, the Patent Program.

The campaign continued in Austin where we invited girls interested in the Patent Program to talk to role models in tech at SXSW. Girls learned about the patent process and asked questions to help get their projects going. The Patent Program will be an ongoing annual effort, helping girls obtain patents and keeping them interested in STEM.

Makewhatsnext’s impacted more than the brand. It reignited curiosity in culture with searches for the term “women inventors” reaching a 3 year high!

Launch alone saw over 14k mentions in Twitter from over 12k individual handles. Since then the campaign has had over 14million views, creating over 184 million media impression across channels. It received a unanimously positive response, with over 754K shares with a consistently positive sentiment of 99.8%.

The campaign drove a 50% increase in engagement on the website, and resulted in 23% lift in searches for “Microsoft”. It delivered a 28 point delta increase on brand attributes such as “Microsoft is a brand I love”.

However, these numbers only supplemented our true victory:

“Sharing with my 6th grade science classes 1st thing tomorrow! Important for boys and girls to recognize there are women who have made amazing contributions that make our world a better place” – Facebook