Creative strategy and campaign planning for Google Assistant Launch.

Helping Google win the voice category.

We created a launch campaign to soon dominate the voice category. The combination of high-level cultural relevance and highly targeted brand experiences created impact.

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My role

I led strategic planning for the German market, worked closely with senior clients to consult on strategy, manage partners and deliver a campaign from insight to selling ideas to asset, tested again and again - and delivered.

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Work snapshots

Creative strategy for cultural and contextual relevance

I led big time primary, secondary research, cultural and big data analysis to understand relevance drivers for creative territories and concepts.

The customer, culture, and category insights helped identify the cultural nuances and behavior patterns. Insights for big ideas and little nudges to influence decision-making.

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Campaign planning from macro to micro - to nano.

I turned the insights into inspiration - and super detailed tactical messaging input; enabling highly behavior-targetd product usage led customer experiences. And big emotional stories.

A really deep dive into connection and media planning

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Results

The easter egg proved: the best brand experiences are interwoven with the product.

We wanted to surprise our audience with unexpected brand experience, especially when the product failed.

Example: We anticipated, that users will try “Yo Google” instead of “Hey, Google”. Normally this would be a dead product end.

We implemented an easter egg into the product and activated it with Samy: Within 3 weeks, 15.000+ users tried it out and were surprised by him.

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All in all a very effective campaign: Google is now #1 voice assistant.

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Why was this here

The planning approach could be helpful

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