GOOGLE PROFILE BUSINESS CARD by Google Creative Lab for Google

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GOOGLE PROFILE BUSINESS CARD

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Industry Stationery
Media Design & Branding
Market United States
Agency Google Creative Lab
Released May 2009

Credits & Description

Category: Stationery
Advertiser: GOOGLE CREATIVE LAB
Product/Service: GOOGLE PROFILE
Agency: GOOGLE
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: GOOGLE, New York, USA
Media placement: Business Card - Online Promotion Through Google Profiles Page - 1 May 2009

Describe the challenges and key objectives
The goal of this was simply to get the word out and encourage our users to create a Google Profile page.

Describe the brief from the client
To spread the word about Google Profiles, we offered 25 free business cards to the first 10,000 people that claimed theirs online. The card shows the Google search box with the recipient's name printed on it. At the bottom of the card, the URL for the individual's Google profile is printed.

Give some indication of how successful the outcome was in the market
Within 48 hours, 10,000 sets of 25 business cards were claimed. The Profile page and editor hits were up 50% the week of the launch. There were also an estimated 6,000 new profiles created. The Profile edit save rate increased by 70% the day that the promotion was available, going from 32K to 54K. Further, 22,000 estimated people who came based on the promotion improved their profile by an average of 1.31 points (compared to the average profile score of 4.847). Approximately 87% had a vanity URL, and there were thousands of positive tweets, about 1 per minute on the day of the launch.