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.
In 2013, 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.
Key challenges included:
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.
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.
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.
Appointed by AKQA, Google’s lead digital agency, Adeeb Khan, as Production Manager, orchestrated multiple high-impact, multi-channel digital ad campaigns aimed at driving engagement and adoption for Google+.
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.
Successfully drove awareness of Google+ through exclusive partnerships and content, attracting new users whilst increasing engagement on the platform.
Built strong relationships with European Google marketing teams, managing cross-functional coordination, ensuring all campaign assets met Google’s agile and experimental culture.
Coordinated localisation across multiple languages, enhancing regional relevance whilst ensuring the campaign resonated with diverse European audiences, driving engagement and adoption.
Delivered dynamic online ads using Adobe Flash and Google Sheets integration, streamlining ad production and ensuring efficient asset management across campaigns.
Introduced Agile Kanban processes to streamline project tracking and task prioritisation, significantly enhancing team collaboration and throughput.
Managed a cross-functional team of 15 digital experts including User Experience, Content, Design, and Development.
Strategic, leadership and technical competencies applied to this engagement.
Responsible platforms, systems, products, and technologies.
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.
