AWARDS 2012 CASE STUDY: Category 2: ‘When is a map more than a map?’ for Google by Earnest
Google went to Earnest with a very specific task: to develop a campaign to drive sales of its Google Maps for Business software.
Working with one of the world’s most recognisable companies didn’t mean the campaign could take care of itself. We needed to put across an important business case, tuning into the needs of different audiences, while remaining humorous, informative and on-brand.
The campaign involved:
-An integrated marketing campaign, targeting senior executives in the UK retail and transport and logistics industries
- High-impact pop-up book style direct mail, featuring personalised Google Maps based on the target’s location. These were supported by targeted e-DM and online ads
- Personalised URLs driving executives through to a microsite featuring relevant content, videos, case studies and a ‘refer a colleague’ email function
- ‘The Little Book of Google Maps for Business’ – a handy and informative guide that would encourage social sharing
The campaign resulted in a potential pipeline of $1.25m, 136 leads, 3,500 unique site visits.