Make Google Do It

Intro

Brand & Communications
Advertising Campaign

Role

I provided my team with additional insights on how users may use the Google Assistant. In addition, I worked on creating a series of test spots for the campaign.

Agency

Arts & Letters Creative Co.

Press

Mashable
AdAge

Tools

Adobe Premiere Pro

Background

The Google Assistant made its debut in 2016. Since then Google has created over 1 million queries for the Google Assistant, as well as implemented it across Google and partnered devices.

Challenge

Help raise awareness on how people can use the Google Assistant in their daily lives.

Outcome

Make Google Do It, a campaign that highlights areas in our lives where we could use a little help.

Make Google Do It

The Result

This campaign launched during the 2018 Oscars, with special appearances from John Legend, Chrissy Teigen, Kevin Durant, and Sia. It garnered global attention and earned millions of media impressions across platforms.

Case Study Breakdown

Behind Make Google Do It

The Approach

We set goals to understand and solve for the following areas:

1. What can the Google Assistant do?
2. Developing relatable use cases

What can it do?

Google Assistant is integrated across a variety of areas. It contains queries around action, as well as questions and entertainment. We found that the Assistant could easily find a place in our daily lives.

Use Cases

Google Assistant can do a lot of different things, however we focused on areas that would be relevant to everyday tasks that users would participate in regularly.

In the End

The key learning from this experience is the power of relatability. If you have a product or service that can solve daily problems and you’re able to tell that story and make it relevant, the overall impact can be major. However, you can find out the best part of this project by watching the video below.

More Work

Copyright © 2019 Stanley Hines Jr