Google Partners
Background
Google Partners is a membership programme that provides an expert group of agency people, web consultants and digital professionals who help advertisers make the most of Google AdWords. Members of the Google Partners programme also get exclusive access to a range of benefits including training events, industry insights and promotional offers.
But, many new Partners had signed up but had not completed all the steps to make the most of their membership. Google wanted to get them to complete their profiles and engage with the Google+ community.
Solution
The target audience is time poor; the idea had to be something that provided a welcome break to the day rather than more work, so Google mailed Partners a remote-controlled helicopter. Fun and entertaining it would certainly have grabbed their attention. But, because it was hard to fly, it also had a clear analogy with the Google Partners programme. The message was clear: the more you practice the better you get similarly, with Google Partners: the more you put in, the more you would get out.
The message on the box – ‘Start Flying’ – also had a clear dual meaning. First: start flying their helicopter, second: start flying as a Partner. Nestling next to the helicopter was a letter that introduced the programme and a ‘Take Flight manual that included the pre-flight checklist – everything new Partners needed to get going.
To add to the fun and engagement, stickers were enclosed so Partners could customise their choppers.
Results
Mailed to 1,000 new Google Partners in Australia and New Zealand, the helicopter delivered some flying results. Google Partners saw a 26% increase in completed company profiles and a 42% increase in completed individual profiles.
Because Partners began sharing their helicopter adventures on social media it also acted as a recruitment tool giving Google an unexpected bonus of an 18% increase in new companies signing up for the programme.
Finally, because the Google Partners in Australia got their choppers first and were so swift in sharing their flying skills on Google+, New Zealanders became jealous proving that this was a mailing people didn't just look forward to receiving; they wanted to know why they had not received it already as getting it meant they were part of a special club.
Source: Direct New Ideas
