How internet explorer found its edge

Giving a personality to a reborn icon

Once the butt of Internet Explorer jokes, Microsoft released a modern browser with the chops to really compete. But to shake the stigma of our past, we had to create a new, self-aware, internet-addled persona for social, and start acting like we do what we do for internet browsers (the human variety) everywhere.

Proud to say during our time, Edge rose to #2 most used desktop browser, and we increased brand sentiment, engagement, and consideration with fun stuff like this 👇

We made features memorable by making theme meme-able.

We highlighted personality that was already built into the browser with this campaign that reminded people to take a break with the offline Edge Surf Game.

We launched Kids Mode with a campaign geared for parents and kids, showing only Microsoft Edge has a place made for kids to enjoy the best of the internet.

Features were built because someone needed them, so we developed a campaign that put our features into buckets and aimed them at the people who would appreciate them most.