Case Study: Microsoft achieves strong youth engagement with Affle Enterprise's native advertising campaign

Microsoft reaches 185,000+ users with Affle Enterprise's Lumia Music Hour

Microsoft wanted to recruit a young audience for its new Lumia 535 smartphone. The challenge was to launch a successful campaign that would retain the brand loyalty previously held by Nokia while establishing the new "Lumia" name with this demographic. Affle Enterprise addressed this challenge using its MAAS (Mobile Audience as a Service) platform.

Affle Enterprise's solution involved targeting young audiences by associating the phone with music. They partnered with a music application to create the "Lumia music hour," which launched daily at 5:35 p.m. This campaign generated significant results for Microsoft, including over 185,000 unique users on the playlist and more than 575,000 total music streams, providing over 3.45 million total exposures to the playlist.

Microsoft