Spikes Asia

Be Unstoppable #WithALittleHelp from Google

TOASTER, Singapore / GOOGLE / 2021

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Overview

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Credits

Overview

Background

Google wanted to be one of the world’s most helpful brands and the brief was to identify a cause that can help create an inclusive marketing strategy to drive product usage and lead to an impactful conversation that resonates across India.

The campaign had to :

- Achieve a brand appeal score for Google on par with the industry benchmark of 70%.

- Increase the daily active usage of Google by +2%

Hence, we had to create a purpose-led campaign that also showed the meaningful and helpful role that Search, Maps and other products play, reminding audiences of Google’s product magic.

Idea

Our Idea : Demonstrate the helpful nature of Google products in enabling people’s aspirations through real UGC.

Strategy

Despite a population of 1.3 billion, no Indian woman has won Olympic gold. Majority of females in India are not encouraged to pursue individual dreams, let alone sports. Female athletes are missing in the media, hence girls lack role models.

Using Google data, we applied a demographic filter, targeting 105million users with 5 key descriptors. (Internet + Smartphone +18-34 ABC + Metros + Tier 1).Within this segment, we identified ways to string together varied audiences under a single narrative, tapping into real user-generated content to add authenticity and relatability. This allowed for our anthemic spot to highlight Google’s role in providing inspiration, information and tools for empowerment.

Hence our creative strategy was based around sparking change in this thinking, we tapped into emotionally resonant stories that challenge societal norms and reshape society to be more appreciative of everyone’s pursuits, irrespective of gender, age and traditional expectations.

Execution

Be Unstoppable #WithALittleHelp From Google

User-generated stories of unsung female athletes were strung with personal Google queries and a hit song, Apna Time Aayega (Our Time Will Come). An apt twist: male vocals resung by a female YouTube Creator, making it a clarion call for women.

The campaign began with a nationwide search for real, inspiring stories of women pushing sporting boundaries. The user generated clips were woven to create a 60-second clarion call for women and girls to rewrite India’s sporting history, with a little help from Google. The campaign was designed to maximize the reach of each hero film among our audience which was segmented and mapped based on their lifestyles and google search patterns.

We designed the campaign in such a way that it delivered each hero film to its specific, intended audience segment employing different planning tactics such as remarketing, affinity and advance audience targeting.

Outcome

‘Be Unstoppable’ was a clarion call for women to rewrite India’s sporting history.

In 3 weeks, the video garnered over 100 million views, delivering an unprecedented jump of +3.8% in daily active users.

The campaign achieved a 83% brand appeal score for Google in India shattering the industry benchmark and the campaign objective of 70%.

Through the mobile channels, the BLS research showed that brand advocacy increased by 3.95%.

The social chatter around the campaign helped propel the campaign to be featured across various digital platforms. The innovative usage of user generated content truly helped the campaign to strike a meaningful chord with all viewers.

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