We launched a social media campaign by creating a posture called KickStanding (one leg stepping back then slant 35 degree representing unique function of Surface) under product concept of “slightly move, can be more fun”. We reached out to Thai celebrities with social influencing status who have many followers and let them lead a social ripple through #kickstanding by taking their own photo freestyling kick standing action for their followers to replicate. This represents trend from celebrities to consumers and make Surface trendily resonates further.

The result was much better than expected:

• +43% unique engagements across all social platforms.

• Microsoft’s Thailand Facebook and Twitter gained +35% fan growth.

• 14,000,000+ impressions

• 404,000+ like, comment, and share from real participation.

• 2,700 photos with #KickStanding on all social network; Facebook, Twitter and Instagram within 1 month.

Finally, we’ve successfully built a new and breakthrough trend through celebrity ripple movement led by Microsoft and its new resonated fans to spark numerous free PR on Digital TV and many top rank Thai portal websites and blogs.