GOOGLE CHROMEBOOKS #UPLOADADVENTURE: DRIVING CONSIDERATION OF CHROMEBOOKS VIA NEW AUDIENCES
We aimed to learn if through influencer partnerships could we increase familiarisation of Chromebooks to drive awareness and engagement amongst a new audience – the Experimenter.
The Experimenter’s awareness was amongst the lowest of Google Chromebooks customer personas, however once they were in the consumer funnel they converted quickly. Our aim was to drive a mass reach campaign collaborating with travel influencers Kirianna Poole and Sam Evans to create engaging content anchored by our creative platform #UploadAventure. Leveraged by a micro-targeted paid campaign where we could cast a wide net to new, prospective customers whilst learning more about the various nuances of the Experimenter.
In the awareness phase over 3M video views were driven highlighting Chromebooks through immersive storytelling. In the consideration phase we were able to drive over 8,000 website clicks. Through this process, valuable data about the Experimenter was uncovered that could be used for learnings and efficiencies in future campaigns.