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Empowering small businesses with everyday AI through creator-led storytelling

AI Strategy

B2B Audience Research

Campaign StrategY

B2B INFLUENCER STRATEGY

Microsoft faced a dual perception challenge when introducing AI tools to small business owners. Despite the transformative potential of Microsoft Copilot and Microsoft 365, small businesses viewed AI technology as overly complex, inaccessible, and designed exclusively for enterprises with extensive resources. After some quick turn, powerful and targeted B2B audience research Bread n Butter worked with Microsoft to create and execute a campaign designed to overcome these barriers through authentic creator storytelling - translating complex technology into approachable, relevant and powerful solutions.

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BACKGROUND

The goal of the "Make AI Part of Your Every Day" influencer campaign was to drive awareness and adoption of Microsoft Copilot and Microsoft 365 (M365) products among small business owners. The challenge was to demonstrate how these AI-powered tools could seamlessly integrate into daily business operations, enhancing efficiency and productivity. By showcasing approachable use cases by SMBs, the campaign aimed to help small businesses streamline processes, improve collaboration, and save valuable time.

Q1 delivered

22M

impressions

3.6M

views

WHAT WE SAW

We identified a significant gap in how small business owners perceive the potential of AI tools. Many were unsure how AI solutions could fit into their day-to-day operations or enhance their workflows. Due to its history as an enterprise-focused company, many SMBs don’t believe Microsoft has solutions tailored specifically for an SMBs needs.

Q2 accelerated

60M

impressions

14M+

video views

49K+

engagements

WHAT WE DID

To address these concerns, we developed an engaging, relatable B2B campaign that demystified AI, showcased its practical value, and demonstrated solutions that really work for SMB needs:
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Dynamic video content landing on creator-led channels: In partnership with Digital Voices, an independent influencer agency, we collaborated with creators to produce a series of videos that highlighted real-world applications of Copilot and M365 products. The content demonstrated AI’s role in tasks like project management, data analysis, and team collaboration, all of which help a small business scale and grow.
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Authentic stories from SMB voices: Partnered with creators who were SMB owners/leaders themselves or resonated with small business owners, ensuring the content felt genuine, approachable, and landed with the right audiences.

The result was a campaign that effectively bridged the gap, helping small business owners see the transformative potential of AI for their businesses and begin to view Microsoft as a partner for SMBs rather than an enterprise juggernaut.

In total, the campaign generated over 82 million impressions across H1—while maintaining exceptions efficiency and engagement metrics.

82M

Working with Bread n Butter has been a game changer for our approach to reaching small businesses. Their creativity and energy breathed life into our recent paid media campaigns, which featured content creators who could authentically identify with and connect with our audience. This campaign not only exceeded performance benchmarks but also created enough internal buzz to influence our marketing strategy going forwards.

Annie Heller

Senior Product Marketing Manager, Microsoft MW&S, E&E eCommerce