At any moment, the “Google Trends” dashboard provides snapshots of what the world, and our audience, is interested in. From cultural moments like music festivals, holidays and sports to less obvious like how to kiss, science experiments and how to talk to girls.We discovered our kids were asking Google questions they weren’t comfortable asking anyone else. So, Converse answered them.

First, we developed a new form of Google AdWords marketing: a large-scale pure branding campaign built around low competition, low cost keywords; conversational and irreverent ad copy; and scheduled presence around cultural moments no brand has thought to own like prom season, Summer Solstice or NBA Draft Night.Second, we created 50+ “snackable” content sites that spoke for themselves and encouraged pass along…OutOfYourLeagueGirl.com, WeReTheOnesWeHaveBeenWaitingFor.com, KissingWithRoss.com, ConverseSpellingBee.com, YouShouldDoItNow.com. Then, these URLs we’re IM’d and linked on social networks, blogs and content sites to spread the word.

With the $140.3K spent on Google search ads for Domaination since 6/19/08, the expected result would generate 280,600 paid clicks at an average of $.50 per click.

Yet, DOMAINATION has amassed 80 million impressions of which only 4% were paid media. Clearly, our audience, and the media, embraced DOMAINATION as evidenced by the 5,651 trackbacks and 1.09 million unique visitors (nearly 4X plan) to the web ring. Our organic digital media approach yielded brand exposure 285 times plan with a media value of over $2.1 million, 15 times the expected ROI.