Micron Technology
Building a bold brand on social media
Micron is a world leader in innovative semiconductor solutions that transform how the world uses information. During my time with the company, there were 40,000 team members in 17 countries working with the world’s most trusted brands and generating $24 billion in annual revenue.
While Micron is a huge business, its marketing function was actually quite small and simple - but growing fast. It operated much more like a startup than a Fortune 150 company. I managed the day-to-day social media operations (editorial calendar, copy writing, coordination with designers, acquiring approvals, publishing, community management) oversaw enterprise tools (Hootsuite, Talkwalker) and developed key programs (employee advocacy, executive voices, paid promotion, influencer engagement) from scratch.
Frequent changes in leadership, resources and processes demanded flexibility, nimble workflows, and relentless positivity. In a short period of time, we elevated the quality of our creative assets, expanded the brand tone and voice, and applied a data-driven sensibility to the content strategy.
Making video a priority
Micron’s video team occasionally produced world-class creative like this, but it is production intensive with large gaps of time in between each one. We needed a volume of video for our social channels that pushed us toward more of a DIY approach. We developed a format requiring only a few photos, brief copy and stock music to create a compelling story that could be created quickly and easily. Using images of real Micron employees, these videos felt authentic and generated higher than usual sharing activity. They also paired well with dazzling reels like this one, reminding our audience that this high-tech company was driven by real people.
