Windows

The objective

Driving incremental in-store traffic

Windows set out to translate TikTok's culture of discovery into measurable retail impact across the United States. One of the top objectives was to drive incremental store traffic and sales for key U.S. retail partners while strengthening consideration across a broad set of consumer segments, from everyday users to creators and power users. By showing what Windows Copilot+ PCs enable in real life, Windows aimed to elevate expectations for what a device can do and motivate action at the shelf.

Building on strong platform momentum, Windows activated TikTok as a full-funnel engine, pairing a diverse creator roster with retail-aligned storytelling designed to move from inspiration to intent. A high volume of authentic, organic creator content brought Windows experiences to life, sustained attention through the purchase journey, and helped convert cultural relevance into real-world retail outcomes.

The solution

Fueling store visits with creator-led videos and Top Feed

Under the Designed for More campaign umbrella, Windows delivered a retail-first creator program built to show—not simply tell—what Windows Copilot+ PCs enable, and to translate that belief into measurable momentum across the United States. Windows framed the story around capability in action: faster everyday productivity, effortless multitasking, creative expression, and immersive play.

Instead of leading with abstract claims, Windows led with proof points captured in real scenarios—editing, studying, gaming, building, and getting through busy days—so audiences could immediately see how Windows fits the way they live and work. A consistent creative system (visual cues, benefit structure, and retail-forward calls to action) ensured every piece of content reinforced Windows and the Designed for More idea while remaining creator-authentic.

Windows then partnered with creators who naturally demonstrate Copilot+ PC capability through their craft, building a content pipeline that balanced variety with brand consistency. Across 45 creator-led videos, Windows showcased distinct "done on Windows" moments—each designed to land a clear takeaway and a clear path to purchase.

Windows amplified the highest-performing content using Top Feed to secure premium visibility early in the consumer journey and maintain sustained reach and frequency throughout the flight. The result was a scalable, Windows-first approach: creators made the content compelling, while Windows ensured the message stayed anchored in product experience and retail intent.

Measurement was treated as a core part of the solution. The team partnered with Foursquare to quantify real-world retail behavior and validate that creator storytelling could drive in-store impact in the U.S. A Foursquare Foot Traffic study confirmed the campaign generated an average of 50 incremental store visits per location, per day during the campaign window.

While multiple placements contributed to behavioral lift, Top Feed emerged as the primary driver—delivering the highest lift and the most efficient Cost per Behavioral Lift. Together, Windows' Designed for More umbrella, creator-led proof, premium distribution, and rigorous measurement formed a repeatable playbook for converting attention into action—strengthening the award case for effectiveness, innovation, and measurable business outcomes.

The results

Boosting store traffic by 23% 

During a key retail window, Windows used TikTok to turn creator-driven discovery into measurable retail impact. According to TikTok's Foursquare Foot Traffic study, the campaign generated nearly 9 million visits to key retail locations in the U.S., including approximately 1.7 million incremental visits, resulting in a 23.37% behavioral visit lift and a $0.68 cost per incremental visit.

Top Feed was the campaign's strongest placement for both lift and efficiency. It delivered a 44% behavioral visit rate lift and a 54% lower cost per incremental visit versus benchmark, making it a key driver of incremental store traffic at scale. Together, the results show how creator storytelling paired with premium placement can drive measurable offline retail outcomes.