Google Assistant
I first pitched Google ten years ago and have served as Global CCO of the account ever since. During that tenure we’ve scaled the team as large as 150 associates and have worked on more than 50 lines of business across countless projects. This is just one of them.
Challenge
After its launch, the Google Assistant quickly rolled out to more than 1 billion devices. Our user base skyrocketed to 100M people, yet most were unfamiliar with the Assistant’s potential to transform their day-to-day life. So, how do we educate each new user and bring the product’s greatest features to life in a culturally relevant and personal way?
Solution
We created a segmented, multi-channel CRM program that adapted through data signals like recent features used, location, and owned devices. Every communication used predictive modeling to trigger an emotional response by highlighting product benefits in familiar, culturally relevant settings.
Our editorial team establishes calendars and produces original content for each region to be transcreated for 17 countries with countless permutations for personalization.
AWARDS: OMMA Winner, Effective Mobile Marketing Award, Platinum Hermes, Platinum Marcom, ECHO Certificate of Excellence, Gold Horizon Interactive, Internet Advertising Competition
We established an illustrative style for the Assistant product and produce original works for each project.
To ensure our creative represents a variety of skin tones, we built an inclusive skin tone guide for the Google Assistant CRM program based on a variety of ages, races, and genders to develop a representative group of skin tones—which has since been rolled out to the global Google style guide.