Searching for Syria.jpg

#2

 

Role

Project Co-Lead

About

Alongside our IN marketing lead, I launched our first ever Google Maps campaign in India in 5 priority cities: Delhi, Mumbai, Hyderabad, Pune, Bangalore

Our campaign was designed with 3 core pillars:

  1. User insight based on consumer research - from surveying users in 8 top cities, we found traffic uncertainty to be a main concern that could be alleviated with Google Maps.  Our research led us to the #Lookebeforeyouleave call to action. 

  2. Partnership with our product teams - I worked closely with our product leads to roll out special traffic notifications within the app, strategically timed with our media campaign, to elevate results and success.

  3. Powerful contextual creatives and smart innovations in media mix-  In partnership with our creative agency, we created local-first video ads, contextual billboards, smart radio integrations, and TV programming on top stations to target our key audience. 

  4. Smart testing to guide future campaigns - We ran a series of A/B tests on audience targeting and optimal media messaging and channels that served as the basis for future campaigns. 

Creative Partners: Lowe Lintas, Mullen, Maxxus

Results

The campaign drove an incremental 10% uplift pan-India

Our top performing cities increasing by ~50% in daily active users. 

 

ALL PHOTOS BELOW CREDIT: Google

Actionable ways to get involved.   Beyond giving people the background and education on the severity of the crisis, it was crucial to enable people to act on this knowledge and emotion. We partnered with the UNHCR to clearly give 3 clearly defined options to help.  Nearly 10% of the over 2 million people who visited the site took action by either donating, joining or sharing.

Actionable ways to get involved.  Beyond giving people the background and education on the severity of the crisis, it was crucial to enable people to act on this knowledge and emotion. We partnered with the UNHCR to clearly give 3 clearly defined options to help.  Nearly 10% of the over 2 million people who visited the site took action by either donating, joining or sharing.

Simple, stark visuals.   Real images   showcased insurmountable change affecting the region, as this sliding image comparing the Grand Umayaad Mosque of Aleppo in 2013 v. before the war.  Visitors controlled their experience so they could see the devastation and impact of the crisis over time. 

Simple, stark visuals.  Real images showcased insurmountable change affecting the region, as this sliding image comparing the Grand Umayaad Mosque of Aleppo in 2013 v. before the war.  Visitors controlled their experience so they could see the devastation and impact of the crisis over time. 

Non traditional, humanizing data sources.  Social media posts from refugees, Google search trends from around the world, and YouTube search trends from within Syria showcases the human side. We all have phones, watch our favorite videos, and chat with our friends. The contrast of this data from refugees with how we use it in our lives brought the crisis to life for people around the world. 

Non traditional, humanizing data sources. Social media posts from refugees, Google search trends from around the world, and YouTube search trends from within Syria showcases the human side. We all have phones, watch our favorite videos, and chat with our friends. The contrast of this data from refugees with how we use it in our lives brought the crisis to life for people around the world. 

Arresting, powerful, shareable facts.  We knew from our research that people wanted to understand what was going on, but felt overwhelmed at all the information. Enabling the facts to be quickly surfaced, digested, and shared was core to the project. 

Arresting, powerful, shareable facts. We knew from our research that people wanted to understand what was going on, but felt overwhelmed at all the information. Enabling the facts to be quickly surfaced, digested, and shared was core to the project. 

Never before released satellite imagery.  The Google Earth team released never before seen satellite imagery to show the severity of the crisis in new ways. The above image showed how cars had been abandoned at the border by fleeing refugees. We combed through years of data to find arresting, relevant data to share. 

Never before released satellite imagery. The Google Earth team released never before seen satellite imagery to show the severity of the crisis in new ways. The above image showed how cars had been abandoned at the border by fleeing refugees. We combed through years of data to find arresting, relevant data to share. 

Ancient history brought to life with technology.   We partnered with local photographers, activists, and citizens to bring the rich cultural heritage - that we all share - to life with 360 technology. 

Ancient history brought to life with technology.  We partnered with local photographers, activists, and citizens to bring the rich cultural heritage - that we all share - to life with 360 technology. 

Powerful, contextual films. King Abdullah's speech on why Jordan chose to open its borders - they currently house the largest number of Syrian refugees - shows the human side of one nation's response.

Compelling, relatable insights.  With the help of the UN, we sought to show site visitors how Syria not only had a rich history, but that the crisis devastated a booming economy. 

Compelling, relatable insights. With the help of the UN, we sought to show site visitors how Syria not only had a rich history, but that the crisis devastated a booming economy. 

Research backed UX design to empower sharing and action.   Visitors were constantly encouraged to share what they'd learned and what they wanted people to know throughout the site.  Each user could share the most relevant question over the most relevant platform.

Research backed UX design to empower sharing and action.  Visitors were constantly encouraged to share what they'd learned and what they wanted people to know throughout the site.  Each user could share the most relevant question over the most relevant platform.