Role: Strategy For: Miami Ad School Toronto
Challenge: In our daily lives, whenever we have a question about anything, what do we do? We Google it…in fact 6B searches every day suggest we Google a lot. So why is it that when teams in agencies across Canada are looking to answer a client question they turn mostly to other sources and don’t always think about turning to Google for answers? Google’s B2B Marketing team wants agencies to turn to Think with Google, Google’s main source of consumer insight and data for marketers. In other words, make Think With Google an essential part of Canadian agencies’ planning process.
Business Objective: Make Think With Google an essential part of Canadian agencies’ planning process.
Business problem: Not living up to it’s potential and not reaching its target group at opportune time.
Product Objective: Truly meet all users’ needs
Communication Objective: Become part of the routine by providing value and inspiration when it’s needed.
Approach: Understand the 4C (Culture, Category, Company, Customer) of Think with Google. The strategy team was then able to identify of where the current product is positioned compared to competitors, and what is the current public perspective of the product/service. And since we were the target audience, we looked into what kind of insight tools do strategists need.
Solution: Organize and deliver the world’s information in an accessible and useful form for all strategists.We developed recommendations to improve the product/service users' experience and fits with the business solution required.