What happens when you’re given budget and an ask to create a field-friendly marketing campaign surrounding some of Microsoft’s biggest product announcements of the year—with three days’ lead time? You make magic, of course!

Microsoft Ignite, the premier conference for IT professionals, developers, and industry leaders, serves as an optimal platform for major product launches and updates, and the 2025 conference was no exception. As the designated lead for the regional product launch content strategy, I was tasked with developing the overall Americas field marketing POV and surrounding campaign, inclusive of social, blogs, email, and sales enablement materials.

Due to the fast-moving nature of the event, I had less than a week to design, brief, onboard agency partners, and ultimately execute the campaign as the sole lead. During the week of Ignite, I liaised consistently with the creative team, creating comprehensive briefing and copy docs in real time to inform a timely social push and subsequent blog + newsletter recap rollout.

We moved fast, but we moved with intention. Our overarching approach, which focused on complementing high-level corporate announcements with focused, “double click” content expanding on the everyday applications of the new products announced, saw resounding success. The social campaign alone yielded a 13.52% engagement rate, surpassing industry standards by more than 3.5X.