While working on the Google Home account, my team launched the original Google Home, the Mini, the Max and the Hub. Our launch emails consistently resulted in higher sales than those from the Google Store. Once a user had purchased and set up a new device, we lead them through a strategic onboarding to guide them into becoming a power user. In addition, we ran biweekly newsletter campaigns to continue to keep current users engaged. The work won several awards over the years, including a Gold Hermes Creative Award, a Platinum Marcom Award, a Silver Silicon Valley Addy Award, a Gold Horizon Interactive Award and even an internal Google Marketing Award in Platinum. But more important than awards were the results for our clients. They saw a 37% lift in product usage for many new features highlighted in our newsletters. When your open rate is a whopping 31.8% (compared to a 20% benchmark), you know your readers are all in. And the best proof that the emails worked? Our subscribers used suggested queries 30% more than non-subscribers.

THE BUSINESS SITUATION

In October 2018, Google introduced the newest member of its family to the world. Part smart display, part smart speaker, the multimodal Google Home Hub is a new way to interact with the Google Assistant and get help at a glance.

THE GOAL(S)

Actually, we had two. First, we needed to educate new Hub owners on how to use and enjoy their device. Second, we wanted to drive device usage and engagement in the early days of ownership.

OUR CREATIVE SOLUTION

Based on real-time analysis of anonymized Google smart device usage, we crafted a content strategy that was designed to increase user retention and engagement. And knowing that early product engagement leads to continued and more frequent device usage, we took a multistep approach to the Hub onboarding series. First, we focused on highly retentive features that are new-user friendly. Once a user sees how easily Hub fits into their daily routines, they use it more frequently.

WHY IT WORKS

Our data shows that they are then more likely to try features that may be a little more advanced and require additional setup. Then they’re on their way to becoming what we like to affectionately call a “power user.”