Windows 11 GTM Launch

Microsoft

To celebrate the launch of Windows 11, Microsoft wanted a virtual concert experience that blended celebrity talent, emerging tech, and multi-partner production. The challenge was to deliver a polished, buzzworthy campaign that showcased the brand’s innovation while driving measurable engagement.

Results

  • 39.9M impressions (vs. 14M goal)

  • 77K clicks (vs 56K goal)

  • 38 pieces of press coverage

  • 826 social shares

  • 85K site visitors

  • 120K NFTs minted

My Role

  • Led communications with Tate McRae & Allen Stone’s teams

  • Oversaw digital asset creation and delivery across channels

  • Managed budgets, timelines, and client feedback cycles

  • Coordinated between Microsoft, production and NFT partners

  • Partnered with paid media team to ensure KPIs were met

Elevenation exceeded every benchmark, proving the value of tight cross-partner coordination and creative execution that merged entertainment with emerging tech. It showcased my ability to manage celebrity talent, complex digital activations, and high-stakes KPIs—all while keeping the launch seamless from start to finish.

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