Google Chome: The Web Is What You Make Of It.
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1) The document discusses Google's marketing campaigns to promote its Chrome browser between 2011-2012. 2) Major campaigns included "Dear Sophie" and "It Gets Better" ads that told emotional stories to promote Chrome's features. 3) A campaign in India featured the real story of Archana Doshi, who used Chrome and Google tools to start a successful cooking blog and business. The campaign highlighted how ordinary people could do extraordinary things with the web.
Google Chome: The Web Is What You Make Of It.
- 1. Sales and Distribution Group-1 Anuv Jain D011 Aruna S. D013 Kinjal Vyas D019 Ritika Gandhi D037 Stuti Kathuria D049
- 3. Internet related products & services Founded by Larry Page & Sergey Brin Headquartered at Mountain View, California Current CEO – Sundar Pichai Forbes Valuable brands Net worth - $34.2 billion
- 6. • Freeware web browser • Market share -Desktop browser -Smartphones
- 7. • Features • Multiple languages • Chromium • Chromecast • Chromebook
- 8. “For Everyone” Campaign Support the launch of new chromebook
- 9. Superbowl Ad
- 10. Speed Tests Ad
- 12. Initial videos for promoting Chrome
- 14. 1) Everyone wanted to talk about
- 15. 2) People default to their pre-loaded browsers
- 16. Major Objectives • Maintain the user growth momentum for the brand. • To maintain or improve Chrome’s month-on-month growth rate while other browsers stagnate or decline. • Make Chrome a mainstream product by getting the brand into people’s daily life and conversation. • Get more people talking about Chrome - increase measurable buzz around Chrome in each market by at least 25%. • Make browsers, and consequently the act of changing browser, meaningful.
- 17. The Web is what you make of it.
- 18. “Everyone uses a web browser, but most people don’t even know what it is, much less care about which one they use. That was our challenge for Chrome’s first global launch” - Steve Pack, Art Director, Google
- 19. • Agency : Google Creative Lab and Bartle Bogle Hegarty • Medium : Multiple channels. • Budget : Not disclosed • Objective : Google developed Chrome because it didn’t think the existing browsers were good enough for its products. Promoting Chrome was very important because the more people use the Web, the more they use Google products effectively.
- 22. “Dear Sophie”
- 23. Story of Dad and Sophie Daniel Lee, an Asian American Father, shares memories with his daughter of her childhood by using Google and the web to create a virtual scrapbook.
- 24. Idea behind this commercial • Chrome is an extension of human touch and communion. • The ad successfully creates an affection not only for Sophie, but also for the father who so carefully chronicles her life.
- 25. • Google has eternal value, akin to a family heirloom. The technology has both a past (recorded memories) and a future (anticipated sharing with Sophie).
- 26. • The story is true, but the names have been changed. • Chrome used professional actors for the photos and videos that are posted within the commercial, but they are shot with the unpolished spontaneity of home videos and snapshots. • NY Times reporter Claire Miller summarizes “Google’s solution is to tug at people’s heartstrings with emotional ads about what they can do with Chrome.”
- 27. More about Dear Sophie • This ad was offline and aired on TV during the Saturday Night Live show. • It broke a lot of internal rules that google had regarding advertising its products. • Google worked with the agency Bartle Bogle Hegarty to come with an ad that shows a tear- jerking evocation of a father compiling an online scrapbook for to his daughter as she grows up.
- 28. Achievements
- 30. “It gets better.” The It Gets Better Project's mission is to communicate to lesbian, gay, bisexual and transgender youth around the world that it gets better, and to create and inspire the changes needed to make it better for them.
- 31. In September 2010, syndicated columnist and author Dan Savage created a YouTube video with his partner Terry Miller to inspire hope for young people facing harassment.
- 32. In response to a number of students taking their own lives after being bullied in school, they wanted to create a personal way for supporters everywhere to tell LGBT youth that, yes, it does indeed get better.
- 33. Little more about the project • The tool used to spread the idea was internet-Youtube. • It is an Internet-based 501(c)3 nonprofit founded in the United States by gay activist, author, media pundit, and journalist Dan Savage and his husbandTerry Miller. • They worked with BBH to create this movement. • The objective is to show how social media can be used create awareness about LGBT rights and laws against cyber bullying / bullying.
- 34. Achievements • The project has grown rapidly: over 200 videos were uploaded in the first week. • To date, the project has received submissions from celebrities, organisations, activists, politicians and media personalities, including President Barack Obama, Anne Hathaway, Ellen DeGeneres, the staffs of The Gap, Google, Facebook, Pixar. • It has become a worldwide movement, inspiring more than 50,000 user-created videos viewed more than 50 million times.
- 35. The web empowers ordinary people to do extraordinary things…
- 36. People are doing amazing things with the web, and our new series of films highlights some of these accomplishments, both big and small, serious and fun. The web is what you make of it. What would you make?
- 38. Archana’s Blog
- 40. Archana’s Google+ Account: Followers: 15,58,104 Views: 3,05,66,884
- 42. Again based on a real life story… • Small town working woman - Archana. • Passionate about cooking. • Started a cookery blog that made her famous. • Faithful set of followers online. • Catering service. • Appearances in TV shows. Archana Doshi on conversations with Namu Kini- Youtube
- 43. Key Information • Global campaign conceptualised: Google’s US headquarters along with their creative agency BBH. • Then, markets across the globe scouted for real life local stories. • Agency: Bartle Bogle Hegarty (BBH) India. Some other campaigns by BBH: - Magnum: Brown is in - Skoda: Skoda Rapid Leisure - Johnnie Walker: The Journey
- 44. “And I loved cooking. So what better way than to start blogging my recipes!” • Starts by clicking on google chrome. • Google Hangout. • Mail feature. • Writing a blog. • YouTube. • Website. • Approached to write a book over mail.
- 45. Objective of the campaign • Highlights common users in India. • Leverage the power of the web to do amazing things in their lives. • Showcases the emotional and personal connection with the changing web today. • Google shares how the web and its products have changed the lives of millions of people and helped them achieve their dreams. • ‘If she was able to do it, so can you.’
- 46. India’s reaction
- 49. Over-all success
- 51. Feedback: It gets better
- 55. Suggestions
- 56. Conclusion