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No. 0127
Published
Microsoft's creator content is fueling its retail media strategy, 3x more effective
Why it matters
Microsoft redeploys creator-made assets into retailer campaigns and in-store displays rather than leaving them in social feeds, reporting roughly three times higher click rates. The interesting part is the reuse across surfaces the creator never posts on. It reframes creator work as production capacity for the whole funnel, and puts usage rights at the centre of the deal.
The source
The Drum
Microsoft's creator content is fueling its retail media strategy, 3x more effective
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