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Lionbridge GMO Microsoft Windows Live Case Study
 

Lionbridge GMO Microsoft Windows Live Case Study

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Microsoft Windows Live is responsible for creating and deploying locally-relevant digital campaigns for 75 markets worldwide. With a constrained set of resources, the team found it challenging to ...

Microsoft Windows Live is responsible for creating and deploying locally-relevant digital campaigns for 75 markets worldwide. With a constrained set of resources, the team found it challenging to provide in-market groups with fully localized and optimized
campaign assets for global marketing programs. The complexity of the assets and the variety of delivery devices, platforms and channels made the work hard to manage and support.

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    Lionbridge GMO Microsoft Windows Live Case Study Lionbridge GMO Microsoft Windows Live Case Study Document Transcript

    • CASE STUDY Windows Live Marketing Sets The Bar For Digital Campaign ExecutionMicrosoft Windows Live is responsible for creating and deployinglocally-relevant digital campaigns for 75 markets worldwide. Witha constrained set of resources, the team found it challengingto provide in-market groups with fully localized and optimizedcampaign assets for global marketing programs. The complexityof the assets and the variety of delivery devices, platforms andchannels made the work hard to manage and support.MORE EFFECTIVECAMPAIGN MANAGEMENTWorking with the Windows Live corporate team, its creativeagencies and in-market stakeholders, Lionbridge developed asolution to ensure the successful delivery of globally-consistent,locally impactful campaigns.Through its Global Campaign Ops service, Lionbridge workscollaboratively with Windows Live global marketing managersand in-market stakeholders to develop strategies for campaignexecution. The Lionbridge team manages the collection, localizationand implementation of market changes (marketization) to meetlocal expectations before producing and deploying each campaign.Once a campaign is launched, Lionbridge also provides ongoingoptimization and maintenance.IMPROVED CAMPAIGN CREATION CHALLENGESLionbridge addressed varying multi-market challenges for WindowsLive–including the numerous publishing platforms, multimedia + Generate marketing campaigns on acomponents, and analytics sources—by centralizing campaign predictable schedulemanagement activities through the Lionbridge Global Marketing + Increase campaign frequency andOps Center of Excellence (CoE). The CoE provides a consistent reliabilitypoint of leadership for the Windows Live campaign program.Supporting the CoE are scalable, regional experts who are skilled at + Localize campaign assets for multipleadministering digital assets for local markets and applying corporate markets around the worldcampaigns regionally. + Manage corporate, local-market and third-party entities involved in campaignNow, when Corporate creates a campaign, each local market creationdetermines the components and content they want to useand Lionbridge adapts them to reflect local preferences and© 2011 Lionbridge globalmarketingops.com/contact
    • CASE STUDYexpectations. This approach gives Windows Live subsidiariescontrol over the campaigns, while Corporate ensures campaigns areexecuted consistently. BENEFITSLionbridge also facilitates communication between Windows Live + Greater campaign consistency acrossMarketing and the local teams to streamline campaign execution marketsand ensure success. Lionbridge engineers, developers and programmanagers understand the nuances of each market and know how + Faster go-to-market time for campaignsto customize campaigns according to local requirements. Lionbridge + Improved in-market campaign successalso provides guidance to Microsoft’s creative agencies on image, + On-demand scalability and support forvideo, and content usage in each locale. market expansion + Improved best practices, processBETTER RESULTS AND A GLOBAL innovation and automationSTANDARD OF EXCELLENCEWith Lionbridge managing the campaign process, WindowsLive has improved content consistency and increased campaigndeployment on a global basis. The success of the campaigns haseven prompted Microsoft to designate Windows Live Marketing asa Global Center of Excellence for Microsoft Marketing Operationsworldwide. ABOUTWhen Lionbridge first began providing support, 30 local markets LIONBRIDGEused corporate-produced Windows Live campaigns. Each campaigntypically consisted of up to 50 assets including video, HTML landing Lionbridge is a market leader in thepages, banner ads, audio files and other digital content. Today, globalization services industry. Throughroughly 60 local markets participate, and each campaign features offices in 26 countries and more than 90,000as many as 400 assets. As the campaigns generate positive results in-market experts, we help companiesmore quickly, Lionbridge is supporting more markets and the manage and improve their digital presenceWindows Live team is generating more assets. around the world with our suite of global marketing solutions.In addition to increasing the impact of consumer content and greaterin-market campaign success, overall workflow time has been To learn more, visitreduced by 20 percent, and the time for marketization has been globalmarketingops.com/contactreduced by 50 percent.© 2011 Lionbridge globalmarketingops.com/contact