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