Werk. Google Chromebook

The laptops category within Kieskeurig.nl is one of the largest product groups. New products with distinctive and powerful specifications are regularly launched within this group. The visitors in this product group have a remarkably high intention of purchase: No less than 26% buys a laptop within 1 week and 44% indicate that they have no brand preference. This starting position provided Google with an excellent opportunity to educate consumers about the benefits of Chrome.

Challenge

Google approached Reshift with two key challenges for the 2019 campaign: To grow the Chromebook segment within the laptop product group. To support the consumer in finding the most suitable Chromebook for his/her preferences.

Strategy

Especially for Google, Reshift created the campaign: ‘Which Chromebook suits you?’ The campaign consisted of two online movements that reinforced each other. Through a series of high-quality online articles and videos, we informed our own audience about all the benefits of working with a Chromebook. Whether you work as a freelancer, are looking for a notebook for your studies, or just to relax, the versatility of the products was fully explained through recognizable real-life situations, without complicated technical terms. The distribution of the content, including through social media, carried the same personal character. With this content, we perfectly tapped into the back-to-school period, when the purchase intent was even higher. To create extra reach and impact, we also published outside our own channels. We did this, among other things, through a retargeting campaign. Thanks to our collaboration with NU.nl, we were also able to publish a smarticle with Kieskeurig.nl as the knowledge authority on Chromebooks. What is the best Chromebook? That depends on the type of user. To help the modern consumer with making the choice, we launched the Chromebook Choice Helper. Based on a relevant number of questions, where we did not delve into complicated specifications, but presented accessible user scenarios, the consumer quickly and funnily found out which Chromebook is suitable for him. With the questions, answers, and tips from this Chromebook Choice Helper, buying a Chromebook has become much easier. From the results, there is a direct click-out possibility to the retailers connected to Kieskeurig.nl.

Challenge

Google approached Reshift with two key challenges for the 2019 campaign: To grow the Chromebook segment within the laptop product group. To support the consumer in finding the most suitable Chromebook for his/her preferences.

Strategy

Especially for Google, Reshift created the campaign: ‘Which Chromebook suits you?’ The campaign consisted of two online movements that reinforced each other. Through a series of high-quality online articles and videos, we informed our own audience about all the benefits of working with a Chromebook. Whether you work as a freelancer, are looking for a notebook for your studies, or just to relax, the versatility of the products was fully explained through recognizable real-life situations, without complicated technical terms. The distribution of the content, including through social media, carried the same personal character. With this content, we perfectly tapped into the back-to-school period, when the purchase intent was even higher. To create extra reach and impact, we also published outside our own channels. We did this, among other things, through a retargeting campaign. Thanks to our collaboration with NU.nl, we were also able to publish a smarticle with Kieskeurig.nl as the knowledge authority on Chromebooks. What is the best Chromebook? That depends on the type of user. To help the modern consumer with making the choice, we launched the Chromebook Choice Helper. Based on a relevant number of questions, where we did not delve into complicated specifications, but presented accessible user scenarios, the consumer quickly and funnily found out which Chromebook is suitable for him. With the questions, answers, and tips from this Chromebook Choice Helper, buying a Chromebook has become much easier. From the results, there is a direct click-out possibility to the retailers connected to Kieskeurig.nl.

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Resultaten

Thanks to the diversity of components in the campaign, we achieved strong results on both of Google’s challenges. With the various articles, use of displays, videos and social posts, we reached an audience of millions. Over 33.000 people completed the Chromebook Choice Guide. At least 24 percent of them clicked through to a retailer, significantly increasing the click share of the Chromebook segment within the laptop product group.

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