Microsoft Taps Creators to Fuel Retail Sales Strategy

Microsoft is shifting its retail marketing strategy to prioritize creator-made content and influencer partnerships. The company's retail marketing team, led by Emilie Bridon, has been reworking how it gets people to consider, understand, and buy its products. Rather than focusing on search and CRM, as well as partnerships with big-box retailers like Best Buy, Walmart, and Amazon, Microsoft is now putting creators at the center of its sales strategy.

The Creator Connect program was established by Bridon's team in partnership with influencer marketing agency Billion Dollar Boy and its community platform FiveTwoNine. The goal was to build relationships with micro and mid-tier creators who are on the cusp of turning content creation into a full-time business. Instead of hiring established influencers, Microsoft held an event at its New York Experience Center where it examined the challenges and concerns of these budding creators.

The resulting content is not confined to social media platforms like TikTok, Instagram, or LinkedIn. Microsoft is placing creator-made work on retailer product detail pages, within retail media network campaigns, and even on demo devices in stores. The click-through rates for this type of content are up to three times higher than traditional brand ads.