Google’s social transformation
How can we help Google connect with its B2B audience?
Google is notorious for havinh 100s of social handles (no exaggeration).
This left their audience fragmented and uncertain, and their own teams unsure of how to differentiate themselves.
Their plan was to streamline the amount of handles they had — this was a good start.
But how could they become invaluable for their audiences and make each brand handle clear, distinct and useful?
The ask
Pivot away from the current social strategy and create a unique point of difference for Google Ads and Think With Google.
Ensure that campaigns run between Google social handles were cohesive and complementary.
Refine the Visual Identity of the two sub-brands in a way that was social-first and easy to disseminate among teams.
The approach
Build the social strategy from solid foundations, looking at points of truth amongst audiences, social behaviours and wider culture.
Ensure what we built was in sync with wider brand guidelines and principles, and would work for a variety of campaigns.
Iterative working, with regular client touch points.
The results
A new direction for the two major social handles, resulting in higher social reach and engagement.
Creative ideas, focusing on a "‘crawl, walk, run’ approach, for easy and quick adoption and approvals.
A social toolkit designed to build brand consistency among teams, for easy sign off.
A very happy client!
