Many small business owners still think of Microsoft Office as Powerpoint, Word and Excel. So we turned Office 365 from last generation tools into the must-have system for the next generation’s way of doing work—mobile, collaborative and in the cloud. We made it less about the product and more about the impact on authentic, relatable business owners. We took a New York icon and created “divisible content”— harvesting the core story and creating many assets for many places. We built short-form content for awareness, and long-form to close leads; from videos to slideshares, from Instagram to infographics, plus a Small Business Academy to educate owners on the most salient topics of the day.