So what is the behind story? The brand’s strategy on the buzziest social platform: instead of telling consumers how to perceive it, Windows leans on how people already see the brand, making silly puns with the company’s name and leaning into nostalgia for old Windows products. That kind of retro feel has its own target audience. It’s because they’re not trying to convince people that they’re hip and cool-they’re just being themselves. You might wonder how Windows, a brand that has been around since the 1980s, has reached 1 million followers on TikTok in just nine months. Microsoft, in turn, put Zugay’s version of its logo on one of its stores in New York and-of course-made a TikTok about it!īut what is funnier is that to this day, Zugay remains the only account that Windows follows. That was really in her style that we adore! After Windows commented on her videos, the creator finally gave the Windows’ four-paned blue window-shaped logo the Zugay treatment and replaced the blue squares with a photo of her face. The object of Window’s affection was Emily Zugay, known for making fun of brand logos and offering her goofy redesigns. Why Microsoft Windows is Winning The Social Media Game That's precisely what happened to Microsoft Windows, which-like many brands on TikTok-was seeking attention from the one person who wouldn't listen. It's a tale as old as time: A brand falls head over heels for a TikTok creator, but the creator isn't into them. Windows was falling for a comedian who wasn't interested. Going viral: one million followers in 9 months
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