Google Partners

A toy helicopter helped Google Partners take off.

Background

Members of Google Partners – a Google programme that links advertisers with agency and digital experts to help them make the most of Google Adwords – were not completing their profiles. So they couldn’t access exclusive benefits.

Solution

The target audience is time poor: to engage them Google had to provide a welcome break in the day rather than more work.

So Google mailed Partners a remote-controlled helicopter. Because it was hard to fly, it had a clear analogy with the Google Partners programme: the more you practice the better you get. Similarly, with Google Partners: the more you put in, the more you would get out.

Results

Google Partners saw a 26% increase in completed company profiles and a 42% increase in completed individual profiles.

And because people shared the fun on social media there was an 18% increase in new companies signing up to the scheme.

Source: Direct New Ideas

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