Microsoft’s Game Changers program recognizes women reinventing the future of sports. In partnership with Parity, Microsoft strengthened its campaign through the power and reach of women athletes.

Microsoft wanted to tell more athlete stories and incorporate more athlete voices into its Game Changers campaign. However, the disparate athlete influencer marketplace made scaling a struggle.

Enter Parity.

Microsoft selected Parity for its unique expertise and platform with nearly 1,000 women athletes from more than 70 sports. With Parity Athletes, Microsoft could reach broader audiences and tell the story of innovation in a brand new way.

MICROSOFT'S CAMPAIGN GOALS

	Showcase how Microsoft’s technology can be leveraged for innovation in sport
	Amplify brand messaging and drive engagement through authentic athlete storytelling across topics beyond athletic achievement

ABOUT MICROSOFT

Microsoft is a global technology corporation that enables digital transformation for the era of an intelligent cloud and an intelligent edge.

Mission	Empower every person and every organization on the planet to achieve more
Founded	1975
Employees	221,000

THE GAMEPLAN

1	With Microsoft's goals in hand, Parity develops campaign ideas and delivers a brief to the team.
2	Once the campaign concept is approved, Parity uses proprietary data to vet and select athlete participants.
3	Parity works hand-in-hand with the athletes to ensure that campaign deliverables meet all expectations, whether that's an Instagram post or an event appearance. Microsoft is able to review and revise content.
4	Parity provides regular updates to Microsoft throughout the process. At the end of the campaign, Parity delivers a full wrap report.

Parity isn't just a pass-through marketing agency. Parity has purposefully brought on staff who are women athletes, and have the ability to put that lens on how women athletes can engage around whatever the campaign is about.

AMY SOROKAS Director Strategic Partnerships, Brand Strategy at Microso

Microsoft wanted to recognize Title IX and Mother's Day with Parity Athletes. Athletes were able to celebrate women who have fought for equality and those closest to the hearts of the athletes - their mothers.

Seven Parity Athletes and their mothers used Microsoft Teams to discuss the role of Title IX in their lives. Additional Parity Athletes amplified the message using Microsoft-produced video content surrounding Game Changers.

ELITE ATHLETES

HOW MICROSOFT CHANGES THE GAME WITH WOMEN ATHLETES

MICROSOFT X PARITY

MICROSOFT'S CAMPAIGN GOALS

ABOUT MICROSOFT

THE GAMEPLAN

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MICROSOFT MAKE WAY

TITLE IX & MOTHER'S DAY