Microsoft Edge(hog)

People think more about their laundry detergent than their browser, so we needed something to make people take notice of Microsoft Edge. And nothing gets people’s attention on social like cute animal content. Enter: the Edgehog. A social-first storytelling platform to build buzz and brand name recognition for Microsoft Edge. I.e., our social media manager got a hedgehog. This content all ran organically on X and some even became our most engaged-with pieces of content, raking in millions of views and generating a few headlines.