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For businesses looking to succeed in the "new normal", hybrid work, collaboration, versatility and security top the list of computer needs. Windows 11 excels in these key areas, but previous upgrades have not been trouble-free. We used testimonials from current Windows 11 small business customers to highlight five key campaign pillars to increase awareness of the benefits of a Windows 11 upgrade. To showcase IT Heads and small business owners as the everyday heroes they are, we shot them from heroic angles, found celebratory stock music and used attention-getting type in our videos along with images that showed off the global scope of our product. The ads highlighted effective quotes, while social leaned into helpful ways for businesses to succeed with Windows 11.