Turning a global initiative into a national learning system.
Microsoft and ITCE turned a global milestone into a national movement, contributing to the Guinness World Record for the largest AI training event in history, while rallying Bulgarian learners around Copilot, AI productivity, and Power Apps.
- Client
- Microsoft & ITCE
- Category
- Technology · Education
- Timeline
- 8 April – 28 May 2025
- Published
Snapshot
AI Skills Fest · Bulgaria
7 weeks of programming, bilingual delivery, and precise marketing put AI skills within reach of every learner segment.
787
Live Attendees
50%+
New Participants
3.79%
Google Ads CTR
The Challenge
Microsoft launched AI Skills Fest as a global initiative to upskill millions worldwide. In Bulgaria, ITCE was tasked with translating that ambition into a national programme that could mobilise learners, prove local demand, and match the performance of larger markets.
My role covered everything from audience strategy and curriculum sequencing to performance marketing and live measurement. The real constraint was budget. Bulgaria was competing with larger, better-resourced markets. The brief was to match their performance anyway.
Key Design Decisions
Decision 01
Audience-first programming
Built a modular curriculum that moved learners from awareness-driven sessions into hands-on Copilot and Power Apps training, ensuring progression rather than one-off attendance.
Decision 02
Demand capture and conversion engine
Designed paid and organic flows across LinkedIn, Google Ads, and SEO to convert interest into confirmed seats, not vanity engagement.
Decision 03
Agile measurement cadence
Tracked registrations daily so budget could be tuned in-flight. Real-time reallocation based on learner behaviour, not assumptions.
Decision 04
Network activation
Activated Microsoft's partner network to showcase the programme, extending reach without fragmenting the narrative.
The Work
Anchor Sessions
Momentum building through anchor sessions
Two English-language flagship sessions established early momentum and validated demand for advanced Copilot and productivity tracks.
Local Language
Local language enablement
Launched a Bulgarian-language Power Apps productivity lab to remove language friction and welcome new practitioners into the AI ecosystem.
Copilot Mastery
Copilot mastery bundle
Designed three half-day paid intensives around Microsoft 365 Copilot, Prompt Engineering, and No-Code Agents to convert interest into expertise.
Full-Funnel
Full-funnel promotion
Ran coordinated LinkedIn content, email nurture, and high-performing Google Ads to engage net-new audiences and re-engage alumni.
The Results
Helped Microsoft secure the Guinness World Record for the largest AI training event globally.
50%+ of registrations were first-time attendees, proving meaningful market expansion.
Microsoft showcased ITCE's landing page as a best-practice example across its partner network.
Outperformed larger markets on core media efficiency metrics, despite lean budgets.
787
Live Attendees
Strongest attendance on record
50%+
New Participants
First-time registrations
3.79%
Google Ads CTR
High-intent search campaigns
€0.15
Cost per Click
Below-market media efficiency
The Outcome
What began as a national activation evolved into a replicable model for AI skills mobilisation at scale. With 787 live attendees and over half engaging for the first time, the programme expanded Microsoft's local AI ecosystem and is now a reference model within the Microsoft partner network, built on lean budgets, in a small market, against larger competitors.
Bulgaria's performance matched or exceeded larger markets. Proving that disciplined strategy and execution can outperform scale alone.
Want to turn a single activation into a repeatable system?
Most campaigns end when the budget runs out. Let's build something that creates momentum beyond the event.