GOOGLE. brand engagement
Challenge: Many small businesses try Google Ads, then leave pretty rapidy - because they don’t know how to make it work effectively for them. So how do we fix that?
Solution: A new education platform to improve understanding and engagement - and add value to the service.
We aimed to make every user a Google Ads expert through personal training from Google experts. And create a platform that would also foster a community where businesspeople could learn from peers. We called it Google Ads Hangouts. This multifaceted project brought together designers, UX, planners - and me, as the writer.
Live Hangouts
Google Ads Hangouts would give a new, distinct identity and presence to the brand. And put the consumer in direct relationship with Google - along with a relevant and useful community of their peers. Especially useful to first-time small business-owners looking for the support and knowledge of others in the same situation.
BRANDED LOOK & FEEL
We developed a simple set with a “mid-century modern” look that would create a standard visual signature for each AdWords Hangout. Wherever it was created. It felt classic and “hip”. Echoing the look of many of the new startups we were looking to attract.
content creation hub
A new content creation website would guide Googlers to create informative, entertaining broadcasts. WIth resources covering everything from content and data to staying on brand to writing scripts to marketing Hangouts through social channels.
idents
We created short idents that would precede each AdWords Hangout, to further ensure a “family identity” for all new content.
mobile experience
DESKTOP EXPERIENCE
Engagement drivers
GOOGLEY
Our approach aimed to be clean, elegant and simple. And above all, “Googley”. That’s to say simple, clear and free from tricks or frills. With clearly structured information flows. And a focus on user-benefit.