ABOUT

The Challenge
The Google Partners social channels typically share resources, tips, and insights with digital agencies. Engagement with drumbeat content had levelled off, so they needed a fresh approach to activate their current audience and increase their organic following.

The Solution
Through measuring engagement with previous posts, we learned that agencies respond more to content that allows them to self-promote. For this campaign, we wanted to move away from the instructional tone the channel is associated with, and start placing agencies front and centre.

#WeArePartners – a visual campaign that made participation quick, easy. Agencies were asked to share a selfie of their team to the @GooglePartners handle, showing off what makes them unique.

The competition was announced through email and Twitter using GIFs and video. We also sent a DM to select agencies, which included a ‘selfie pack’ full of fun props and stickers, this allowed the agencies to create fun and engaging creatives to share on social. Engagement was key, so we shared regular highlight reels of the best submissions throughout the campaign to keep awareness high. The most creative entries won a customised animated video that celebrated the agency.