Google dominated the search world, but Bing had fun.

So instead of trying to beat them, we decided to have some fun and serve Bing users with what they liked best — entertainment. And it worked! Bing acquired 7 million new users and counting. I planned and wrote editorial content for key moments in time, offering users fun content based around pop culture, major events, and evergreen topics. What else did we do? Built brand love and kept users engaged in the Bing Rewards program (now called Microsoft Rewards) by strategizing for a handful of lifecycle series.