Google Partners are instrumental to Google’s success. As with any business, Google strive for growth, requiring Partner agencies to attract and secure new small businesses to use AdWords - an important product for Google’s bottom line.

The problem is that agencies find it far easier to poach existing Clients from other agencies, rather than actively seek new business - it grows their business, not Google’s. They’re also incredibly time poor and want more from Google.

We needed our message to stand out and encourage action, whilst actively building a relationship and dialogue with agencies. A direct marketing led campaign was required.

So how could we help Google Partners perform their best in front of Clients?

Cue ‘Ready to Rock'.

We set out to empower agencies to perform like rockstars. This demonstrated how highly Google value these agencies, whilst providing support to rock new business and build reputation for Partners.

DM packs kicked off each quarterly theme - including a 12” record player, set of monthly calendars educating the audience about seasonal, behavioural and Google product insights and AdWords coupons to give to prospects.

Online we created a studio for agencies to rehearse and participate in monthly challenges to learn about Google products in more detail. Targeted monthly topic emails provide commercial insights. Google+ became a backstage area to share the fun and learnings, and effective support was provided by the Acquisition Support Team.

Top performers are awarded ‘Ready to Rock' merchandise plus the chance to win a trip to Google’s HQ.

28 countries. 87% of all agencies. The campaign has reached more agencies and countries than ever before.

300% response rate increase on previous campaigns. 65% of engaged agencies played the Born Ready album in the first DM. 'Ready to Rock' has seen unprecedented engagement with Partner agencies.

The campaign achieved 125% of revenue target and 163% of target for new Clients on Google AdWords in the first quarter alone.

Ready to Rock succeeded in grabbing the attention of the Partner agencies. They engaged with an approach that the results above show to be more compelling than ever.

The tools and insights were brought to life with a strong creative execution and innovative multi-channel approach, and it’s worked - with an impressive impact on revenue and new Client growth.