Goals and objectives
Imagine being responsible for making your business more profitable, resilient, and sustainable—where would you begin? Google Cloud set out to answer this question for senior decision-makers by highlighting how the smart use of data can unlock sustainable strategies that drive both resilience and profitability.
The primary challenge was breaking through the saturated sustainability content landscape to engage a time-poor C-suite audience. To overcome this, Google Cloud partnered with the Financial Times (FT) to develop a high-impact campaign tailored specifically to this group.
The campaign had three clear objectives:
- Engage hard-to-reach C-suite executives across key European markets.
- Educate this audience on how leveraging data can accelerate sustainability outcomes.
- Position Google Cloud as an essential partner in achieving both sustainability and profitability.
By achieving these goals, the campaign aimed to reinforce Google Cloud’s role as a trusted advisor for businesses navigating today’s complex sustainability challenges.
Surprising Insights
While the campaign achieved strong performance metrics, one of the most striking insights was the sustained engagement from a traditionally hard-to-reach audience. The high completion rate and above-benchmark attention times suggest that gamification—when executed with strategic clarity and creative excellence—can cut through content fatigue and deliver lasting impact among senior business leaders.