Hotmail

A few years back, during the rapid rise in social media, Hotmail saw a large reduction in engagement. The challenge was to re-build an emotional connection with the audience and to drive acquisition and reactivation with Hotmail.

We wanted to present Hotmail as the place where you connect with real friends. So I wrote the campaign line ‘Your Truly’, because that’s how you sign off when you write to a close friend. The idea was to give people a sense of ownership over their message, reminding them that Hotmail (email) is, essentially, the letter writing of the digital age. We brought to life the emotional connection of email through personal stories and juxtaposed them against the truth, power, and scale of the world of mail.