The Google Job Experiment
Award: Wood Pencil
Wood Pencil / Integrated & Earned Media / Earned Media Campaign / 2011
The Google Job Experiment was a $6 Google search ad intended to help copywriter Alec Brownstein connect with an audience of just five creative directors in New York City. When they Googled their names, the top result was a message from Alec, asking for a job. The experiment worked. We then turned it into a viral YouTube video with over a million hits, followed by a PR blitz that resulted in 9.4 million social media impressions, 15 million print impressions, 240 million web impressions, and 4.8 billion broadcast impressions. In the process, we ushered in an age of truly targeted, unique advertising messaging. All told, we garnered 5.1 billion impressions. And the total cost? Just the initial $6.
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