We built a hyper-local customer acquisition strategy to drive national growth for Google Fiber, during the brand’s rapid expansion.
Google Fiber faced a two-fold challenge: 1) raise broad awareness of its unique product offering; 2) yet only drive customer acquisition in markets where Google Fiber was available.
We focused on location-based targeting as the core of our acquisition strategy, and used creative that highlighted Fiber’s market expansion. Our ads resonated with local audiences by incorporating geo-specific elements like local landmarks and Google Maps imagery.
Our targeted approach, combined with ongoing, iterative testing resulted in a highly-effective campaign, raising product and brand awareness and acquiring subscribers across target markets.
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To expand reach, we recommended expanding our acquisition strategy to include out-of-home channels, starting with advertising in Pinnacle Bank Arena. Instead of traditional static logo placements, we used dynamic video ads, intended to convert passive stadium audiences into active participants by prompting users to check their address and sign up for Google Fiber from their stadium seats.
