I collaborated with Methods+Mastery in creating social media assets for Google’s Do More with Chrome campaign and Android Spotlight. Methods+Mastery is an agency within the FleishmanHillard global network with a team of communication specialists focused on marketing and communicating Google products through social media.
The deliverables I worked on consist of a variety of educational videos teaching their audience tips and shortcuts for a better browsing experience within the Google Chrome browser. Android’s goal is to help amplify the Google Mobile Services (GMS) on Android’s social channels by creating engaging content that launches the latest new features from Google and Android.
Client: Google
Category: Video & Animation
Timeframe: 2020-2021
Role: Graphic, Motion Design
Do More with Chrome
In October and November 2020, the team launched the first batch of educational Do More with Chrome content, comprised of eight how-to videos around tips and tricks users can find in Chrome. While the release focused on YouTube, over the course of November and December, we shared these videos natively across Chrome social channels, tying topics like tab groups, Incognito mode, and bookmarks to relevant evergreen content and holiday-themed moments.
The campaign was such a success that we ended up adding two more batches in less than a year. Some videos I recently helped create include teaching the user how to set Google Chrome as the default browser on Android and iOS and sending Chrome Tabs between mobile devices and computers. I also worked on videos that share tips on how to switch profiles, clear browsing data, operate on multi-windows on iPad, and many more.
These educational videos were distributed through YouTube, Twitter, and Facebook which garnered high engagements and impressions from the audience.
As we moved forward, we were also learning what worked and didn’t work. A couple of things we had listed was to consider Chrome’s global audience when building creative deliverables, to be intentional about the topics we highlight, and showcase clear features.
Android Spotlight
Similar to the Do More with Chrome campaign, Google’s very own mobile operating system, Android, delivers updates that help the user do more, stay safe, and have more fun with the world's most personalized phone experience.
Android Spotlight videos are informational, fun, and straight to the point. We wanted all of these characteristics to be visually present but we also wanted the content to focus on social conversation. We learned from the past that feature availability matters, globally available features drive more conversation and when features are not available globally, it fuels negative mentions.
We’ve also gathered that privacy is proving to be more and more of a general population concern. End-to-end encryption led conversations from past Spotlight content earning mentions from journalists and consumers alike. And while we know new features (rather than updates to existing features) drive more conversation and see stronger performance, assistant updates can be seen as the exception.