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:
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.
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.
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.
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
The campaign drove an incremental 10% uplift pan-India
Our top performing cities increasing by ~50% in daily active users.