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Google Maps: Growth & Acquisition in India

 

Role

Google Maps Marketing Lead in partnership with India Marketing Lead

About

Alongside our India marketing lead, I launched #lookbeforeyouleave: our first ever Google Maps campaign in India. Our campaign was designed on 4 core pillars:

  1. User insights 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. This insight 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 support cross team goals.

  3. Powerful contextual creatives and smart innovations in media. We created local-first video ads, contextual billboards, smart radio integrations, and national TV programming on top stations to reach our key audience at the moments that mattered the most. 

  4. Smart testing to guide future campaigns. We ran a series of A/B tests on audience targeting and optimal media messaging and channels to get action oriented learnings for future campaigns. 

Creative Partners: Lowe Lintas, Essence, Maxxus

Results

While actual results are confidential, the campaign drove an incremental XX% uplift pan-India, with our top performing cities increasing by ~XX% in daily active users. 

 

ALL PHOTOS BELOW CREDIT: Google

Dynamic, contextual ads.  Our YouTube ads would change based on the city, traffic conditions, and ultimately weather conditions of the city where the ad ran to make the ad as relevant as possible for the user. 

Dynamic, contextual ads. Our YouTube ads would change based on the city, traffic conditions, and ultimately weather conditions of the city where the ad ran to make the ad as relevant as possible for the user. 

In product messaging created at key entry points . We worked closely across teams in multiple continents to ensure our product messaging and offerings matched our campaign message and promise. 

In product messaging created at key entry points. We worked closely across teams in multiple continents to ensure our product messaging and offerings matched our campaign message and promise. 

Smart testing directly in Google Maps.  In collaboration with our PM and Eng team, we tested copy, images, and captions across millions of users to find the most effective combination to drive results. 

Smart testing directly in Google Maps. In collaboration with our PM and Eng team, we tested copy, images, and captions across millions of users to find the most effective combination to drive results. 

Contextual, relevant outdoor advertising. Across our top cities, we ran targeted, contextual billboards to match the road a user would be on, whether it was the Sea Link in Mumbai or CST Station in Delhi. 

India-first ads.  In an India-first approach, we ran our first ever radio ads across top stations to reach users at the moment that mattered. Messaging changed based on time of day, traffic conditions, and other contextual elements. 

India-first ads. In an India-first approach, we ran our first ever radio ads across top stations to reach users at the moment that mattered. Messaging changed based on time of day, traffic conditions, and other contextual elements. 

Seasonal YouTube films. Our two YouTube ad campaigns timed with Cricket and Weddings to encourage users in India to #LookBeforeYouLeave for real time traffic on Google Maps.

India first approach noted and praised across press and social.   People recognized our methods we'd shifted our approach to match the needs and desires of consumers in India, as opposed to trying to import irrelevant strategies and creatives. 

India first approach noted and praised across press and social.  People recognized our methods we'd shifted our approach to match the needs and desires of consumers in India, as opposed to trying to import irrelevant strategies and creatives.