It's the new way of doing things.
In 2011, Google launched the Chromebook, which is device that runs Chrome OS. In the fall of 2017, Chromebook launched a new campaign to re-introduce Chromebook to the world.
My role consisted of providing insights on how the product worked for creative and creating a series of test edits.
Arts & Letters Creative Co.
Adobe Premiere Pro
Consideration for the Chromebook is lower because of the overall lack of familiarity of the device.
Reposition the Chromebook, as the computer built for computing in the mobile first world.
Every device has core features and benefits for consumers to consider. The Chrome OS is the software in every Chromebook, it has a series of features such as, speed, security, and efficiency. We focused on these core feature to understand what benefits may derive from them and relate back to consumers.
Based on the features and benefits of the Chromebook, we developed "use cases" to showcase the relevancy and productivity. We did this by aligning each use case with UGC and the UI from applications users can use on the Chromebook.
We created a pace that was driven by content and music. We had solve for the amount of time needed for consumers to digest the message, primarily because we used copy to narrate our case studies.
We created a global brand campaign, which relaunched Google Chromebook. It led to over 75 different TV deliverables and over 2 billion media impressions.
The key learnings that I gained was understanding the overall production process and the power of iterating to solve large problems. I also, gained a skill with working in Adobe Premiere.More importantly, A&L became AOR for Chromebook.