Genuine Digital: Securing SMBs
with Microsoft Software
Brand
Year
Team / Unit
Tags
Ingram
2023
ID8NXT
Security, SMB, Productivity
CHALLENGE
Around 90% of small and medium-sized businesses across the globe often work with limited IT oversight and cybersecurity awareness. The widespread use of counterfeit or non-genuine software exposed many of these organisations to security vulnerabilities, system instability, and productivity loss. Around 80% of the counterfeit software contains malware, and one of the top malware in such software is trojan, which can steal private data, encrypt files, and create backdoors for hackers to control infected computers.
STRATEGY / BIG IDEA
As a Microsoft Azure partner in India, my team worked on launching an education-first campaign, “Genuine Digital”, to raise awareness among SMBs about the risks of counterfeit software and help businesses distinguish between genuine Microsoft products and non-genuine alternatives. With this campaign, we positioned genuine Microsoft software as the backbone of trust, cybersecurity, and operational stability for SMBs.
EXECUTION
As a GTM strategy consultant, the team deployed the multi-channel outreach strategy across different channels to engage SMB audiences, like EDMs, WhatsApp, SMS, Tele-calling, and Paid Ads. Two sessions were hosted with Microsoft Specialists for direct communication with SMBs to explain the importance of software authenticity. Our campaign reached 2.6M+ ad impressions, 73K+ EDMs (email communication), and 78K+ WhatsApp messages.
OUTCOME
The initiative successfully educated thousands of SMBs on the security and operational risks associated with counterfeit software. As a part of the Microsoft Azure partner program, the initiative not only helped in driving the adoption of Genuine Windows & Office, but presented it as a business-critical asset. The campaign set a new benchmark for cybersecurity and productivity advocacy within the SMB sector, highlighting how an information-based campaign can encourage meaningful technology adoption.
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