GOOGLE ASSISTANT

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