“We don’t actually have a OneNote Vine account and students don’t really want to follow us in that way, anyway, but they do want to follow these influencers,” Bridon said. “Working with influencers enabled us to have broader reach without having to source a ton of native content ourselves.”
Using Sharethrough Tumblr Cards, Microsoft also embedded Collective Project stories directly in the publisher feed. Once a user clicks on the headline, the unit expands to include an image, article text, social sharing buttons and unique calls to action if a user wants to further engage or follow OneNote’s Collective Project on Tumblr.
Consumer response was favorable, Bridon noted. The Sharethrough cards campaign drove more than 300,000 downloads of the OneNote app while engagement rates increased 52% compared to pre-card campaigns.
Intel, Pepsi, Gap and Nestle also use Sharethrough’s native cards, according to company founder and CEO Dan Greenberg.
“You could say [the cards are] similar in theory to [deep linking] because you’re exposing a piece of content instead of forcing somebody to a different page, although it’s very different technically because deep linking refers specifically to native apps,” he said.
With Facebook rolling out Instant Articles, a tool that renders third-party publisher content from sites like The New York Times and BuzzFeed directly within the app as opposed to linking out, as well as Google and Twitter’s respective efforts, Greenberg expects more traction for its own format.
“We’re looking at, ‘How can we leverage the equity of Collective Project, grow it and take advantage of newer formats like the Sharethrough content cards [and] incorporate Tumblr infographics [and] image galleries?’” Bridon added. “It’s something we definitely want to do [to have] a healthy mix of video and social."