The objective is to encourage SMBs to sign up to Google Business Profile by showcasing wide representation and the various attributes available, highlighting LGBTQ friendly and Women-led attributes in particular.

The past few years have been incredibly challenging for all businesses, but for some more than others. According to McKinsey, women’s jobs are nearly twice as vulnerable to the impact of the pandemic than men’s jobs. And according to Stonewall, one in seven of its LGBTQ+ members reported facing discrimination when shopping last year. Our campaign aimed to promote Google Business Profile tools available to SMBs to mark their space as safe and inclusive.

As part of our broader DEI commitment to creating a body of work that challenges the status quo, we updated the Google Ads acquisition creatives with inclusive and intersectional imagery representing women-led SMB

The need for inclusivity, representation, and safe spaces has never been more

important. So, in 2021 as doors finally reopened and businesses welcomed customers back with open arms – some were making sure that ALL of their customers felt welcome.

To ensure campaign longevity, we needed a creative idea that could work almost like a template that we would implement across different moments such as IWD and Pride, as well as future activations across Black History Month and Accessibility Week. We developed the platform OpenToEveryone to serve as our campaign proposition, under which specific activations will live.

Our first two #OpentoEveryone actviations address the following insights:

Women's jobs were 1.8x more vulnerable due to the impact of the pandemic than

male counterparts.

Women accounted for 54% of the job losses in the past year (McKinsey)

According to Stonewall 1 in 7 LGBTQ+ people reported experiencing

discrimination because of their sexual orientation and gender identity when in a shop or department store.

The need for inclusivity, representation, and safe spaces has never been more important and with Google Business Profile being about brick and mortar stores, we focussed on telling community-based stories such as Liberia Berkana in Madrid.

So, in 2021 as doors finally reopened and businesses welcomed customers back with open arms we showcased some inclusive EMEA businesses using Google Business Profile to make sure that all their businesses felt welcome.

So far #OpentoEveryone has run over two key global holidays, International Women's Day and Pride. IWD ran throughout March 2021 and Pride in June 2021. However, #OpentoEveryone is still an ever-evolving and ongoing campaign.

The companies that hero the #OpentoEveryone campaign are all from EMEA. Each story was published across all or selected Googles Global channels such as Grow with Google, Google my business, Google Ads, The Keynote, Youtube and Twitter.

60% of all smartphone users use Google my Business. With this considered, once you combine all the Google channels potential audience used in #OpenforEveryone this campaign had incredible global reach.

To Focus on the IWD Creative takeover for Ads Acquisition Campaigns, This campaign went live in all EMEA sub-regions, and the creatives ran for a total of 8 weeks across Google Display Network and Social channels.

A/B test results showed these ads drove improved performance with an 11% drop in cost per qualified lead and a 52% increase in conversion rate among female users. This showed us our previous creatives weren’t serving many of the people we wanted to reach. So far over 100,000 businesses have signed up.

Additionally, we worked with 12 international brands including IKEA, Starbucks and Vodafone to activate the LGBTQ+ friendly attribute on their Profiles, with Sephora adding it to stores in 34 countries – generating millions of impressions every day across EMEA on Google Maps.

And 100,000 – and counting SMBs have added the attribute to their Business Profiles to show that they really