A few years ago, 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, drive acquisition and re-activation with Hotmail.

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