Driving Engagement for Google+
Executive Summary
Led European production for a £6M Google+ Digital Campaign, driving platform adoption and engagement through exclusive partnerships with One Direction, Jessie J, Topshop, and H&M.
The Challenge
Google+ entered a highly competitive social media market dominated by established platforms like Facebook, Twitter, and Instagram. As a new entrant, Google+ needed to differentiate itself while also navigating unique regional challenges across Europe to drive user adoption and engagement.
Saturated Market
With social media usage dominated by well-established platforms, Google+ faced significant barriers to entry. Convincing users to adopt a new platform required high-impact content and engagement strategies that could set Google+ apart.
Brand Awareness
In several European regions, Google+ lacked brand recognition compared to more mature social media platforms. Building awareness and trust within these markets was essential to attract and retain users.
Regional Relevance
The diversity of European markets required a tailored approach that appealed to regional preferences. Localisation of content, language, and engagement strategies was essential to create a relevant user experience across Europe.
Engagement
Appointed by AKQA, Google’s lead digital agency, as Production Manager I orchestrated multi-channel digital ad campaigns aimed at driving engagement and adoption for Google+.
Responsibilities & Impact
A comprehensive strategy was executed, prioritising mobile commerce, seamless loyalty programme integration, advanced data analytics, and a unified omnichannel experience to elevate customer engagement and drive digital growth.
Increased Engagement
Successfully drove awareness of Google+ through exclusive partnerships and content, attracting new users whilst increasing engagement on the platform.
Stakeholder Alignment
Built strong relationships with European Google marketing teams, managing cross-functional coordination, ensuring all campaign assets met Google’s agile and experimental culture.
Ad Localisation
Coordinated localisation across multiple languages, enhancing regional relevance whilst ensuring the campaign resonated with diverse European audiences, driving engagement and adoption.
Dynamic Ad Production
Delivered dynamic online ads using Adobe Flash and Google Sheets integration, streamlining ad production and ensuring efficient asset management across campaigns.
Production Efficiency
Introduced Agile Kanban processes to streamline project tracking and task prioritisation, significantly enhancing team collaboration and throughput.
Team Leadership
Managed a cross-functional team of 15 digital experts including User Experience, Content, Design, and Development.
Enablers
Expertise
- Customer-Centric Innovation
- A/B Testing
- Interaction Design (IxD)
- Prototyping & Wireframing
- User Research
- Data & Artificial Intelligence
- Data Analytics & Insights
- Data Architecture & Engineering
- Data Modelling
- Operating Models & Value Orchestration
- Agile Methodologies
- Cross-Functional Collaboration
- Resource & Capacity Planning
- Risk Management
- Product Development & Delivery
- Backlog Prioritisation
- Feature Prioritisation
- Product & Agile Team Development
- Sprint Planning & Delivery
- User Stories & Acceptance Criteria
- Quality Assurance
- Quality Assurance (QA)
- Technology & Infrastructure
- Technical Architecture & System Design
- Vendor Management & Selection
Technologies
- Data & Analytics
- Design & User Experience
- Adobe Photoshop
- Digital Experience Platforms & CMS
- Adobe Flash
- Digital Marketing & Customer Engagement
- Google Marketing Platform
- Front-End Development
- CSS
- HTML
- JavaScript
- Project & Product Management
- Atlassian Confluence
- Atlassian Jira
- Strategy & Business Planning
- Google Docs
- Google Sheets
Results & Outcome
This engagement positioned Google+ as a credible contender in the social media landscape, achieving notable adoption and engagement through exclusive content partnerships and localised campaigns.
Leveraging streamlined production methodologies provided Google with the flexibility to experiment with varied executions, resulting in high-quality, engaging digital experiences that resonated with diverse European audiences.