Google tapped Upshot to drive trial and adoption of Google’s productivity apps for work (now Google Workspace) among smaller-sized businesses most likely to buy these services online. But before we could pitch a solution, our first job was clear: to learn all about life as a small business owner.
Upshot surveyed small business owners around the globe to understand their tech adoption, usage behaviors, and future intent. The outcome identified two high-potential groups to target, along with universal truths about their mindset. Then we got down to business. We built a campaign that led with the product that people already knew and loved—Gmail—as a gateway to the full suite of productivity tools.
Messaging acknowledged that small business is personal. And that if you go Google, it can become personalized. Testimonial-style videos helped tell real small-business stories, interactive digital ads invited users to test-drive personalization features, and customized landing pages highlighted key benefits to close the deal.