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Case Studies

 

Ask.com ‘Information Revolution’ media campaign

Ask.com ‘Information Revolution’ media campaign

Best practice from MPG

Challenge

Ask.com’s technology provides the most accurate and relevant results, but only represents 4 pre cent of searches

Google commands 80 per cent of all searches

Ask.com needed to increase their unique users by stealing share from Google and increasing consumer awareness of the new, improved and even superior product.

Strategy

Rather than start a war, we created a revolution… activating evangelists and upsetting the status quo.

The strategy was built on three principles: to disrupt, intrigue and spread the word.

Results

There was a 112 per cent increase in unique monthly users in London

Google suffered a decline in monthly unique users for the first time ever

Spontaneous awareness went up by 91 per cent

Of those who saw the advertising, 44 per cent joined the revolution

AJR
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