Company: Slack and Company
Company Description: But for 25 years, Slack and Company has worked exclusively with business marketers, helping to build their brands and generate profitable demand. As one of the nation’s first integrated marketing communications agencies, we were doing IMC since way before it was cool.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Business Services

Nomination Title: Google Analytics Premium

Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

OBJECTIVE:

Demonstrate the value of a new paid Premium analytics product from Google without denigrating the smaller core (free) product.

Get people thinking differently about analytics in general—and Premium specifically—and how they can use them to drive better decisions across their business.

Help potential (enterprise) customers see Premium as a new and viable option for all of their analytics needs.

Make the launch of Google Analytics Premium a really big deal to the marketplace.

STRATEGY:

Our multi-channel launch strategy for Google Analytics Premium was two-fold—tell the product story simply and clearly, in a way that would make our target audience feel the power of Premium. And have a bit of fun doing it.

Our target audience was big—300 of Google AdWords™’ largest enterprise customers in the US and UK —heavy hitters in terms of data usage and e-commerce. And, really, all enterprise customers (and the analytics industry at large). These are sophisticated marketers who understand and appreciate the power of scale—the very idea we wanted them to glom onto, fortuitously.
We knew we needed to go big to get noticed

SOLUTION: Check out the link to the campaign.

RESULTS:

The campaign made a big impact—one that could be felt throughout the marketplace.

Within just the first few weeks, the direct mail piece had garnered 17 new leads for Premium—an 11+% response rate.

The video was an even bigger hit. In the first 24 hours alone, it produced almost 26,000 views and rave reviews on YouTube. To-date, it has been seen by more than 106,000, and has been reposted on sites such as pcworld.com. and techcrunch.com.

All-told, the campaign created some 1100 new customer leads and got people talking about the power of Premium.

Upload a collection of supporting files and web addresses to our server to provide more background information to the judges. You may upload any number of attachments and URLs through the "Add Attachments, Videos, or Links to This Entry" link above. (Do NOT list your URLs below.)

Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

CREDITS:

Slack and Company, Agency
Ron Klingensmith, Chief Creative Officer
Kelley Fead, Creative Director
Josh Schober, Sr. Art Director
Kristen Lacy, Sr. Copywriter
Colleen Snell, Account Director/Client Team Leader
Tammy Reigel, Sr. Campaign Manager
Kathy Jaworsky, Production Director
Video Production, ConcentratedTV
CLIENT: Google
Sophie Chesters, Head of Marketing, Google Analytics