How do we get Office 365 subscribers hooked on OneDrive? By giving them tons of storage for their photos and access to all their Office files so they can work on projects without being stuck at their desk.

OneDrive Mobile:

Word Mobile:

Excel Mobile:

PowerPoint Mobile:

Fans are what keep a brand going strong. And when fans are happy, they tell their friends. The problem is, most people aren’t fans of operating systems.

So how do we create a fan base for Windows 10?

The first email illustrates the breadth of apps available to highlight what Windows 10 can do. The second is more emotionally led and celebrates what the Windows 10 user can do.

Once upon a time, the Windows 10 upgrade was free. But, like all good things, that was about to end.

How do we break the news and still reach our goal of running Windows 10 on 1 billion devices? Get as many people as possible upgraded for free by the approaching deadline (we had one week).

Our main obstacle was the perception that upgrading is stressful. We wanted to put the user at ease and allay their anxieties.