The Situation
Microsoft Philippines needed to position itself as the primary driver of digital transformation for Filipino businesses and government agencies. Despite an established global reputation, the Philippine market’s SMEs and entrepreneurs were gravitating toward younger tech brands with fresher stories. Microsoft‘s track record in transformational technology was strong, but its local media presence didn’t reflect that.
The challenge was relevance. Microsoft had to demonstrate practical, local applications of its technology across Philippine sectors, not just repeat its global narrative. C-suite executives and government decision-makers needed to see Microsoft as the technology partner that could help them transform, not just the company that made Office.
The Approach
Phase 1: Narrative Development Around Local Impact
Identified three core narratives for the campaign: practical applications of Microsoft technologies in Philippine sectors, support for government policies enabling digital transformation, and digital inclusion as a driver of economic growth. These narratives gave every media pitch a local relevance angle that the global Microsoft story alone couldn’t provide.
Phase 2: Event-Driven Story Amplification
Used brand events and trade shows as anchor moments to tell the Microsoft story: the Digital Transformation Whitepaper Launch, the Cyber Trust Experience in Singapore, and the Imagine Cup. Developed feature stories around Microsoft enabling its government and private sector partners to do more with its technology, turning partner success into Microsoft proof points.
Phase 3: Top-Tier Media & Influencer Relationship Building
Pitched narratives directly to Philippine Star, Philippine Daily Inquirer, Manila Bulletin, and ANC. Nominated leading journalists and bloggers to brand events in the Philippines and abroad, building media relationships that produced sustained, high-quality coverage rather than one-off pickups.
The Results
- PHP 293M Earned media value from coverage between April 2017 and March 2018
- 9,767% Return on the total retainer fee from earned media value
- 56 Average articles per month, nearly double the expectations
Campaign Highlights:
- Coverage secured across Philippine Star, Philippine Daily Inquirer, Manila Bulletin, and ANC
- Journalists and bloggers nominated to brand events in the Philippines and abroad for hands-on access
- Microsoft Philippines Managing Director Bertrand Launay commended the quality of media relationships built
- Campaign put Microsoft at the center of the Philippine digital transformation conversation
- Partner success stories from government and private sector featured as Microsoft proof points
- Coverage reached C-suite executives and government heads evaluating digital transformation partners
The Takeaway
Global tech brands don’t lose local relevance because the technology changed. They lose it because the local story stopped being told. Microsoft Philippines generated PHP 293 million in media value by making every pitch about what its technology does for Filipino businesses, not about what the company does globally.
- Industry: Technology
- Service: PR & Digital Campaigns
- Solution: For International Brands Entering PH
Frequently Asked Questions
How do you reposition an established tech brand that younger competitors are outpacing in relevance?
By making the global brand local. Microsoft‘s global reputation wasn’t the problem. The gap was in local relevance. Pitching practical applications of Microsoft technology in Philippine sectors, with real partner stories, gave media a reason to cover Microsoft as a local transformation driver rather than a global software company.
Why did the campaign generate nearly double the expected article volume?
Because the media relationships were built around quality, not just pitching. Nominating journalists to brand events in the Philippines and abroad gave them firsthand experience with Microsoft‘s technology. Journalists who experience the story produce more coverage than journalists who receive a press release.
What makes a 9,767% return on retainer fee possible in a PR campaign?
Sustained media relations that produce high-volume earned coverage over 12 months. Fifty-six articles per month across top-tier outlets generates cumulative media value that far exceeds a monthly retainer. The return comes from consistency, not a single viral moment.
How does PR support a technology brand’s enterprise sales pipeline?
By putting the brand in front of the decision-makers before the sales conversation begins. When C-suite executives and government heads read about Microsoft enabling digital transformation in Philippine Star and Manila Bulletin, the brand enters their consideration set. The sales team inherits a warm conversation instead of starting cold.
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