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About
Google is a global technology leader dedicated to organizing the world’s information and making it universally accessible and useful. Known for its innovative products and services, Google continually pushes the boundaries of what technology can do, enhancing productivity and transforming the way people connect and interact in the digital world.
The Challenge
Google approached Orchidea with a specific challenge: they wanted to increase user engagement for a newly launched tool within the Google Workspace suite. Despite the tool’s strong functionality, initial user engagement was lower than expected. Google needed a fresh marketing strategy and eye-catching design elements to boost awareness and encourage active use of the tool. The challenge was twofold: to create a digital campaign that would captivate Google’s diverse user base and to design visual assets that would clearly communicate the tool’s benefits while staying true to Google’s iconic brand identity.
Our Approach
We began by collaborating closely with Google’s team to fully understand the tool’s features, intended users, and engagement goals. Our first step was conducting a comprehensive market analysis to pinpoint key audience segments and gather insights on their behaviors and preferences. With this information, we crafted a marketing strategy focused on both awareness and engagement, aiming to highlight the tool’s unique features and its potential to enhance productivity within Google Workspace. In addition to the strategy, we developed a set of visually compelling digital assets that would serve as the backbone of the campaign. These assets included short-form videos, infographics, and interactive social media posts designed to showcase the tool’s capabilities in an engaging and informative way. We focused on creating a cohesive visual theme that aligned with Google’s brand standards while incorporating modern design trends to appeal to a broad audience.
Execution
We executed the campaign across multiple channels, including Google’s social media platforms, email marketing, and targeted display ads. Each element of the campaign was optimized for its platform, ensuring consistent branding and messaging throughout. Our design team produced a series of animated videos that explained the tool’s features, combined with user testimonials to add authenticity and credibility. For social media, we created interactive posts and stories that encouraged users to explore the tool and share their experiences. Additionally, we launched an email campaign with personalized content targeted at specific user segments, reinforcing the tool’s value proposition and driving them to Google Workspace for a hands-on experience. Throughout the campaign, we closely monitored engagement metrics and made real-time adjustments to maximize effectiveness.
The Results
The campaign successfully drove a significant increase in both awareness and usage of the new Google Workspace tool. Within the first month, user engagement rose by 35%, and the tool’s adoption rate grew by 50%. The animated videos received high engagement on social media, with an average view completion rate of 75%, indicating strong user interest. Google’s internal team expressed satisfaction with the results, noting the impact of the campaign on both user sentiment and product adoption. This project demonstrated the power of a targeted, data-driven approach in achieving meaningful engagement outcomes for even the largest of brands.
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