Case Study: Microsoft scales global influencer marketing with Traackr

Influencer Marketing at Scale Mark Schaefer in Conversation with Amanda Duncan of Microsoft

Microsoft’s Amanda Duncan, lifestyle influencer relations manager, was tasked with scaling influencer marketing as a new evolution of corporate communications. Working with Traackr’s “Influencer Marketing at Scale” series, Microsoft faced the challenge of building authentic, local, and globally consistent relationships with influencers across a massive international organization.

Traackr highlighted how Microsoft implemented a relationship-based, largely unpaid influencer strategy supported by technology and strong internal coordination. Microsoft expanded from agency-led experiments to a dedicated in-house team, using local teams to find relevant influencers, nurture long-term trust, and pilot new approaches. The result was rapid growth in influencer marketing across the company, with improved efficiency, broader reach, and a scalable model for ongoing global expansion.

Microsoft

Amanda Duncan

Lifestyle Influencer Relations Manager