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Empowering small businesses with everyday AI through creator-led storytelling
AI Strategy
B2B Audience Research
Campaign StrategY 
B2B INFLUENCER STRATEGY
As AI reshaped the business landscape, Microsoft needed to replace fragmented, product-heavy messaging with a clear, practical vision that positioned AI as an immediate advantage — not a distant promise — for small and medium-sized businesses.
AI STRATEGY
CAMPAIGN STRATEGY
RESEARCH STRATEGY
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BACKGROUND

Microsoft’s SMB Audience Marketing team sought to grow relevance and share of voice in AI by moving beyond feature-led messaging toward audience-first thought leadership. They needed to engage businesses at every stage of AI adoption and create a more meaningful pre-purchase experience for solutions like Microsoft 365 and Copilot.

Q1 delivered
22M

impressions

3.6M

views

WHAT WE SAW

Messaging lacked a clear, differentiated perspective on AI for SMBs. Competitors like Google, OpenAI, Salesforce, and Canva were actively shaping the conversation, while Microsoft’s own journey was fragmented across channels with inconsistent value delivery. SMB leaders were left without a simple answer to a critical question: What does AI actually do for my business?

Q2 accelerated
60M

impressions

14M+

video views

49K+

engagements

WHAT WE DID

We created a unified strategic foundation to reposition Microsoft as a trusted AI partner for SMBs. This included a comprehensive competitive and audience audit, a full mapping of the pre-purchase journey across channels, and a new thought leadership platform: “AI at Work.”
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The narrative shifted focus from features to outcomes — empowering teams, increasing agility, and enabling growth. The result was a cohesive, audience-first story that transformed disconnected touchpoints into a clear path forward, helping SMBs see AI not as a distant innovation, but as an immediate business advantage.

In total, the campaign generated over 82 million impressions across H1—while maintaining exceptions efficiency and engagement metrics.

82M

Working with Bread n Butter has been a game changer for our approach to reaching small businesses. Their creativity and energy breathed life into our recent paid media campaigns, which featured content creators who could authentically identify with and connect with our audience. This campaign not only exceeded performance benchmarks but also created enough internal buzz to influence our marketing strategy going forwards.
Annie Heller
Senior Product Marketing Manager, Microsoft MW&S, E&E eCommerce
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