Google Maps:
Growth and Acquisition in India

Partnered with India marketing lead to launch first ever Google Maps campaign in India. Research backed strategy led to OOH, viral youtube videos, contextual GDN, and product promos, and a/b tests to guide future campaigns. 

The Task.

Alongside our India marketing lead, we 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

The 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.