Case Study: Microsoft Lumia convinces millions of Filipinos to switch to smartphones with Facebook Ads

Microsoft Lumia - Customer Case Study

Microsoft’s Lumia team promoted the affordable Lumia 435 Dual SIM in the Philippines with the goal of convincing feature-phone users to upgrade to an entry-level smartphone. The campaign targeted Filipinos aged 16–49 (including “Late Technology Adopters”) and aimed to raise ad recall, product recommendation and purchase intent.

Using Facebook’s all‑News Feed target block for mass awareness, then link and photo ads to sustain interest, Microsoft (with iProspect Philippines and Wunderman Manila) optimized creative and measured impact with Nielsen Brand Effect. In one month the campaign reached 10.2 million people (3.7 frequency), delivered a 5.4% CTR and produced lifts of 12 points in ad recall (25+), 16 points in product recommendation (16–18), and 6 points in purchase intent.

Microsoft Lumia

Milette Rosal

Head of Marketing