2. Launch to Success
• Launches and Promotion
• Build awareness and demand
• Demand to sales
• Optimize strategy for maximum impact
• Loyalty and Retention
• Power of remarketing
• Scale of network
• Up-sell and cross-sell
• Reduce churn
Google Confidential and Proprietary 2
3. Launch is meant to be big
Objective
Big, broad awareness that drives sales
Google Confidential and Proprietary 3
4. What a typical Launch looks like
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Time
Google Confidential and Proprietary 4
5. iProspect and the RAB
estimate that 67% of
online searchers are
37% driven to search by an
offline channel
30%
20%
39%
40%
Source: iProspect, “Offline Channel Influence on Online Search Behavior”. (Q. Within the last six months, which of the following Google Confidential and Proprietary
prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that
apply.) RAB Word of Mouse Study.
6. How can a Digital Strategy elongate your
product launch?
Launch and Fade PR, Launch and Sustain
Google Confidential and Proprietary 6
7. Putting Digital in to your Launch Strategy
Phase 1 Phase 2 Phase 3
Build Capture Elongate and Learn
Google Confidential and Proprietary
8. Phase 1:
Build and capture awareness by
touching as many prospects as
possible as quickly as possible,
creating buzz and consideration
Google Confidential and Proprietary
10. Campaign Overview and Goals
Campaign Overview:
• Google launches its first ever Super
Bowl commercial, “Parisian Love”,
during Super Bowl XLIV.
• The TV spot was complemented with
a highly targeted and synchronized
online and mobile media campaign.
Goals:
• Strengthen the brand identity of
Google through mass awareness
of the Search On campaign.
• Drive online views of Parisian Love
Video: Parisian Love
Google Confidential and Proprietary
* Source: Nielsen
11. Campaign Strategy: Integrated Multi-Channel Approach
• Identified channels to capture people who were online and on their phones
duringthe game and the following day, looking for stats, memorable moments
and commercials
• Synchronized ads with airing of TV spot to achieve surprise
Google Confidential and Proprietary
12. Campaign Results: Reach and Online Views
110MM+ Viewers watched the 473MM+ Impressions 44% of views
Super Bowl this year, making it the 80,000 Site Placements driven by online
highest viewed TV program of all time. within 36 hours following spot ad clicks
Total Online Views of Parisian Love by Referral Source
Super Bowl Sunday, Feb 7 Monday, Feb 8
Direct
Super Bowl Commercial Airs Navigational
and Other
Sources
Online Clicks
(Content
Network)
Online Clicks
(Search)
Google Confidential and Proprietary
* Source: Nielsen 2010; Adwords ICS
13. Phase 2:
Capture the demand and
convert in to sales
Google Confidential and Proprietary
15. Online-to-Store Test: Strategy
Demonstrate the effect of search advertising on in-store sales
using a robust test vs. control approach
Our Focus: measure the in-store sales impact of search advertising
Test Regions
1. Select a representative test group of 94
stores across 5 geographic clusters
2. Remaining stores serve as a control pool
and receive normal levels of spend
3. Measure the incremental sales lift in test
clusters compared to matched set of
control stores from control clusters
Google Confidential and Proprietary
16. Result 1: Footfall Impact
£53k additional investment drove 27K
incremental visitors over the 8 weeks of the test
Google Confidential and Proprietary 16
page 16
17. Result 2: Units Impact
27K additional visitors bought an extra 1200
units
*£53k/1200 units = £44/unit
Google Confidential and Proprietary 17
page 17
18. Phase 3:
Lower cost per acquisition
while elongating and growing
sales over long term
Google Confidential and Proprietary
20. Lower your cost of sales
Google Confidential and Proprietary 20
21. Elongating sales beyond the click
GOOGLE CAMPAIGN INSIGHTS
• Measurement beyond clicks and conversions, so you can see the incremental lift in
searches and site visits directly attributable to your online display campaign.
Online Behavior • Total (exposed) activity
• Incremental searches
• Incremental traffic
• Brand Uplift
Google Confidential and Proprietary 21
22. Elongating Impact
Example: Visits to Advertiser’s Website
Total visits from test & control visitors
Site visits
Online campaign Incremental
2 starts. visitation (i.e.,
4 the difference) is
due to online
campaign tested
Offline campaign
1 starts Visits from control group
Lift in visits in
3
control group
shows lift from
offline campaign
Time
Test and control groups are matched for behaviors. Both groups are exposed to similar noise.
Google Confidential and Proprietary 22
23. What a Digitally Planned Launch could achieve
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Google Confidential and Proprietary 23
24. 2010 has been a Transformative year for launching
consumer electronic devises
Google Confidential and Proprietary
24
25. What can you do in 2011 to be heard?
Google Confidential and Proprietary 25
