When the pandemic turned kitchen tables into conference rooms, the way people thought about work tools changed overnight. Digital collaboration wasn't a nice-to-have anymore—it was everything. We saw an opportunity to reposition Teams on social to meet workers where they were: overwhelmed, adapting, and very much at home.

In April 2021, we launched Teams on Instagram with a content strategy built to educate, entertain, and actually resonate with the new reality of work. From messaging and positioning frameworks to scripted video content, the goal was to make Teams feel less like enterprise software and more like the teammate everyone needed.