As generative AI reshaped the category, Microsoft sat at the centre of one of the most significant technology shifts in decades.

Across Australia and New Zealand, communications could no longer focus on awareness or product promotion alone. The task was to help people understand change. Concerns around privacy, security, bias, cost and capability were slowing adoption, even as curiosity accelerated.

Microsoft needed a brand communications model where social worked day‑to‑day, but also connected seamlessly to major launches, education and live moments, all under strict global brand and governance requirements.

People trust what they can see, touch and experience.

In periods of rapid technological change, social works best when it shows real people using real tools in real situations. Giving customers a way to learn by doing rather than just being told.

To lead credibly in AI, Microsoft needed a system where communication, education and experience could work together in a seamless marketing performance platform.

HERO built a social‑led integrated platform for Microsoft across ANZ.

Always‑on social forms the backbone, creating consistency, relevance and connection every day. Campaign launches create scale and momentum. Live experiences provide hands‑on learning and generate high‑value content for social, PR and influencer channels.

Each layer feeds the others. One strategy. One voice. Multiple expressions. Built to move fast without losing control.

HERO leads Microsoft’s always‑on social presence across Australia and New Zealand, spanning strategy, content creation, publishing, community management and optimisation.

Content is organised around clear pillars:

• Driving AI adoption by addressing practical barriers such as privacy, security and business value through real use cases

• Customer and partner storytelling focused on tangible outcomes

• Humanising Microsoft by spotlighting people, culture and partnerships

A templated design system enables scale and speed while ensuring consistency with Microsoft’s global brand and legal frameworks.

Alongside always‑on activity, HERO delivers major integrated campaign launches for Microsoft across the region.

This includes social‑led rollouts supported by film, digital and live moments for flagship products such as Surface Pro, ensuring launch activity feels connected to the ongoing brand narrative rather than isolated bursts.

Always‑on presence and campaign peaks operate as one system, maintaining momentum before, during and after launch.

Live, education‑led experiences and influencer experiences are a core physical layer of Microsoft’s social strategy.

HERO delivers end‑to‑end Microsoft events across ANZ, designed to help B2B and B2B audiences get hands‑on with products and learn directly from Microsoft teams. These events prioritise understanding and confidence over spectacle.

HERO manages the full scope, including event strategy, production, guest list management, influencer and media invitations, and on‑site content capture designed specifically for social and PR distribution.

Flagship examples include the Microsoft AI Tour and the ongoing Meet My Copilot series, where live education and social storytelling reinforce each other before, during and after the event.

Microsoft’s social channels, from LinkedIn to Instagram, evolved into trusted spaces for education, conversation and community during a critical period of technological change.

The integrated approach strengthened Microsoft’s leadership narrative in AI while improving engagement quality and audience relevance across ANZ. Always‑on activity was amplified by major campaign and event moments.

The ANZ AI Tour published 83 posts, delivering 1.9M impressions and 87.9K engagements. Meet My Copilot delivered 1.2M+ impressions, achieved a 27% video completion rate above B2B benchmarks, and was recognised internally as best‑practice local execution.

Together, the work shows how social‑led integration, delivered at scale, can build trust, accelerate understanding and sustain relevance for one of the world’s most highly governed global brands.