ABOUT

DIGITAL CAMPAIGN; ADVERTISING, DIRECT MAIL,
WEB, EMAIL, SOCIAL & FILM

IT Managers rely on personal networks for solutions and inspiration; peer-to-peer recommendation means credibility. So to turn ITMs onto Google Apps for Business, we turned our customers into ambassadors.

Gone Google for ITMs was a 12-month programme to prompt reappraisal and trial using real customer experience to address barriers and illustrate benefits. The proof was a huge video library of segmented case studies and interviews; always in the ITMs’ own words.

As ITMs weren’t looking for us, we took the story to them; sponsored content, social groups and ground-breaking rich media. Re-targeting to drive conversion, supported by resources on a campaign hub.

The Gone Google campaign dramatically altered IT Manager perceptions and significantly overachieved trial targets.

• Gone Google achieved the highest click through and conversion rates of any global Google B2B activity, contributing 26,000 product trials in 12 months.

• Over 140,000 unique visitors to the microsite hub, with average dwell time of 4.25 minutes, and a minimum of two case study films watched.

• Over 3 million views of Gone Google campaign content on YouTube.

• Winner of multiple industry awards for creative delivery and campaign effectiveness.