Google Partners: Migrating Users Without Losing Momentum

Challenge

Google had built incredible AdWords tools and resources to help agencies and small businesses succeed online, but they were scattered across four separate legacy products that users struggled to find. To consolidate these resources into one unified platform, Google Partners was launched. The challenge: migrate the entire active user base from Google Engage and three other sunsetting products to the new platform within a tight window, without disrupting the agencies who relied on these tools for daily revenue generation.

Audience: Google Engage digital marketing agencies, who were busy prioritizing client work over reading emails about platform changes

Objectives:

  • Drive immediate user migration from four legacy products to Google Partners

  • Minimize confusion and frustration during the transition

  • Build excitement for the consolidated platform and its enhanced capabilities

  • Achieve strong week-one adoption to prove platform viability

Insight

The core insight came from understanding our audience's reality: these agencies wanted the tools, but they were buried in client work and didn’t have the time to go find them. They often didn't read emails, and learning about a new platform launch felt like one more thing competing for their attention. Traditional migration campaigns (reminder emails, feature announcements) wouldn't break through.

The strategic bet: Get physically in front of people before the digital ask. Build anticipation through tangible touchpoints that acknowledged their busy reality while making the migration feel like an upgrade, not a burden.

Solution

I developed and led a multi-channel launch campaign that combined physical presence with strategic digital coordination across all sunsetting products.

What I Led:

  • GTM strategy and creative execution that treated migration as a launch moment, not an administrative task

  • Advent calendar mailer sent to agencies two weeks before launch. Each day revealed an AdWords tip and a piece of chocolate stamped with the new Google Partners badge. This physical countdown built anticipation while reinforcing that Partners wasn't just a platform change, it was an evolution of the tools they already valued.

  • Livestream launch event coordination including set design, film crew coordination, and real-time video analytics tracking of the announcement led by the Partners PM

  • Multi-channel communication strategy across email, direct mail, and website, coordinating messaging with all sunsetting products to create a unified "migrate to Partners" narrative

  • Post-launch campaign including immediate thank-you emails to new Partners users and reminders to Engage users who hadn't yet migrated

Outcome

20,000+ users migrated in week one, validating the launch strategy and proving immediate platform adoption

  • Successfully consolidated four fragmented products into one unified platform without losing user momentum

  • Created migration campaign model that prioritized user experience and business continuity over technical convenience

Core Responsibilities: GTM Strategy, Creative Execution, Multi-Channel Campaign Development, Cross-Product Coordination, Launch Event Management