Google is an integral part of people’s daily lives in Taiwan and everyone is undoubtedly familiar with Google Search, Google Maps and/or YouTube. Google continues to strengthen existing functions (e.g. customize map and share) or deliver new services to satisfy new demands (such as Google Assistant). Yet the general public is usually unaware of these new or advanced services. Tutorials for such functions have previously been boring and unpopular among the public but Google hopes that more people are able to recognize and use these new services and functions to make their lives more convenient.

People consider traveling Taiwan as a joyous moment to behold in daily life. We also have this bond to this land. Google Mobile Services can especially shine through as a great lifestyle partner when traveling, which is why we decided to produce a travel-based reality show called Get around Taiwan with Google. The travel show demonstrates the new services and functions that Google Mobile Services has to offer in real-life situations as the YouTubers engage in competitions and games across eastern Taiwan.

Target Audience: Young generation, internet/information users, local/travel-related

Media Planning: leveraging the YouTuber’s fan base to, not only spread the message or affect the audience through our media, but also form a larger audience through their domino effect, allowing our videos to be viewed by more people.

Approach: We landed on a creative solution that resonated with market culture--launching an original YouTube series featuring 10 of the most popular YouTubers. The YouTubers engaged in head-to-head travel style competition around TW’s cultural landmarks (which emotionally appeals to the audience), using Google Services to guide themselves every step of the way. On top of that, YouTube trueview ads were leveraged to perfectly promote the series - including the teaser, episodes and tutorial videos, with an attempt to reach a massive audience, and further raise awareness as well as usage of Google Services.

Timeline: 3/16~3/31, 2019.

Implementation, media channels and integration：

We produced and launched an original video series on YouTube, which includes a teaser, three episodes, a live streaming and five Google Services tutorial videos. The videos were uploaded to two YouTubers’ channels, and promoted based on the social power of YouTubers and our two-phase media strategy funnel - firstly, to boost the awareness, the trailer is advertised on YouTube through CPM model. Furthermore, after the launch, the episodes are exposed to the audience pool generated from trailer ad, to make sure the quality of view. Finally, tutorial videos are advocated through retargeting ads to drive viewers’ Google Services usage.

Scale:

The videos drove an increase in Google Services by upwards of ~25%, coupled with an astonishing 11 million views (4 of our videos made it to TW’s YouTube Trend-Video list -- with one featured as Top-Trend Video, beating out Avengers).

Within one month of the program going online, we were able to achieve 11M views (nearly half of Taiwan’s population); 4 videos became trending in the Taiwan region, and interactions with consumers reached 335k. Subsequent research also found that consumer familiarity with Google Mobile Services has increased by 15% and usage has grown by 25%.