Google Play AU Success Story
Google Play Australia partnered with BuzzFeed to drive users to download a television drama series while positioning it as a one-stop shop for everything entertainment.
Google Play is a one-stop shop for all of your favourite entertainment. With millions of songs and books, thousands of movies and over 450,000 apps, users can search for everything they love in one place and instantly have access to it via the web or any android device.
Google Play AU aimed to drive users to download a television drama series.
BuzzFeed and Google Play AU partnered to seamlessly integrate the show within three branded posts, while simultaneously generating awareness that the full television drama series was available for download on Google Play.
Readers Engaged With Google Play Branded Content
BuzzFeed targeted niche audiences that were most likely to engage with the branded content. As a result, posts garnered 81,523 total views and drove a 55¢ eCPV (exceeding BF goal by 21%)!
Exposure To Google Play Branded Posts Resulted in Brand Lift!
To measure how sponsored posts influenced brand awareness, perception and intent to use, BuzzFeed and Google Play AU conducted a GfK Dimestore Ad Effectiveness Study.
Two groups were surveyed: a control group of readers who did not see the Google Play AU content and an exposed group who did read the posts. Overall, exposure to Google Play branded AU posts led to a 51% increase in brand awareness compared to BuzzFeed readers who did not read posts!
The perception that Google Play “has full seasons” saw the strongest lift, with an increase of 257%.
Users that were exposed to the Google Play branded content were 23% more likely to express intent to use Google play to download the drama series than BuzzFeed visitors who did not read these posts.
When breaking-out traffic to the branded posts by device type, 62% of users came from mobile!
Posts Drove CTR To 15X BuzzFeed’s Benchmark!
The content resulted in clicks to Google Play properties at a rate of 1.48%, which is 15x the BuzzFeed benchmark for CTR to external content. Please note that this was an atypical “link clicks” focused execution and numerous links were included within branded posts.
The Google Play branded content deeply resonated with Australians, resulting in high engagement rates and positive study results! Exposure to Google Play branded posts led to a 51% increase in brand awareness and users were 23% more likely to use Google play to download the television drama series, compared to BuzzFeed readers who did not read posts! Furthermore, the program championed the message that Google Play is a one-stop shop for all of your favorite entertainment and has something for everyone!