FUEL YOUR HUSTLE WITH GOOGLE SEARCH
SUPPORT MATERIALS: Category: Channel | Use of Media Award Level: BRONZE Brand: Google | Entrant Company: mediaReach OMD, Lagos, Nigeria Background
The need to increase Google search usage has fast become an immediate action, the current business plan needs Google Search users be increase by +5ppts
However due to the nature of the market, the average cost of conversion per user in Nigeria is way higher and could not be justified in comparison to other markets.
How do we achieve the goal at par with the global competitive benchmarks using media? Strategy
Nigeria has a large base of SMEs and youth often of employable age striving to make ends meet - often referred to as “hustlers”; Insights from previous campaign showed that one of the creatives aired [finding a Job] was of greater interest to consumers; These people, though desirous of staying ahead need a lot of information (which is available on Google search) to support their dreams & aspirations. They also need the right role models to keep them inspired in their pursuit of success whether as students or young entrepreneurs. We sought to communicate the benefits of our product and do so within a narrative that resonates well with hardworking young Nigerians hence the theme “FUEL YOUR HUSTLE” with Google search. Execution
We used the "Show & Tell" approach to showcase real life stories of successful young Nigerians that represent & connect with the various life stages of our TG’s with focus on how Google search played a role in their journey to success by FUELING THEIR HUSTLE with knowledge & relevant information.
We curated several background stories of successful young Nigerians with relatable life stages of our TGs, The connecting dot of every story was the role google search played in their journey to success by FUELING THEIR HUSTLE with knowledge & relevant information.
We shared these inspiring stories on high rated TV & Radio stations targeting high affinity shows popular among our identified audiences. On TV we demonstrated the use of search occasion via the Google app using unique squeeze back display on TV and digital OOH. On radio, we created the Fuel Your Hustle segment block to engage & share with listeners how Google search App is an important tool that helps improve business and students Results
We significantly surpassing the +5ppts lift consideration objective set by client by 1000% to achieve +50 ppts lift in Brand consideration and brand attribute “Empowers you to Succeed” was achieved.