The 2013 announcement that Microsoft was buying Nokia caused disruption amongst fans and the wider tech world. Beyond the huge PR undertaking of winning the hearts of a community feeling displaced, there were practical difficulties of merging 81 million Nokia fans into one consolidated Microsoft Mobile platform.

The objective was clear: protect the $114m, 10-year investment in Nokia’s online fan base by a successful digital merge, while inspiring a willingness within the community to give Microsoft Mobile a chance to prove their loyalty.

Our strategic approach required meticulous planning executed with transparency, empathy, attention to detail and a commitment to the community that penetrated to the heart of the business.

Over a 12-month transition period we engaged with regional marketing teams, core advocates, historic fans and the wider social community. We liaised closely with the social platforms to bypass technical limitations and ensure a smooth transition.

The results were superb – 93%* (63m) of fans and followers were retained in the move. There were zero negative reactions to the transition and months later, measurements have shown no shift in levels of sentiment or engagement on any platform.

This entry is a strong candidate for the Cannes PR Lions because:

•We made the opinions and emotions of consumers a key priority

•We combined crystal-clear communication both on and offline with creative outreach and crisis planning

•We treated the advocates as individuals, creatively tailoring our strategy to the depth and nature of their relationship with the brand

•Our business results speak for themselves

Over 12 months we:

•Ran regional sessions to prepare marketing teams for the changeover

•Liaised with social platforms to bypass technical limitations and ensure smooth transitions

•Held an online Q&A for our most influential advocates to provide clear information, answer questions and build excitement

•Delivered handwritten postcards to historic fans to secure brand loyalty

•Published tailored updates across social channels clarifying what would happen when and what members needed to do to stay involved

•Staffed a ‘war room’ during the crucial handover phase with operations, communications and care teams on-hand to combat confusion and nullify negative conversation in real-time

The results were superb. We retained 93%* (63m) of fans and followers in the move to 170 presences under one consolidated Microsoft Mobile platform, and, as contractually obliged, over 12m fans were retained on Nokia’s original presences. More importantly, however, the behaviour of these newly positioned fans and followers didn’t deviate.

Months after the move, measurements have shown no shift in levels of sentiment or engagement on any platform – demonstrating clearly that the project met its original objective to protect the $114m, 10-year investment in Nokia’s online communities that will provide the key to future success for Microsoft mobile.