Google had released a campaign worldwide to promote its browser - Google Chrome.

1. Sales and Distribution
Group-1
Anuv Jain D011
Aruna S. D013
Kinjal Vyas D019
Ritika Gandhi D037
Stuti Kathuria D049

3. Internet related products & services
Founded by Larry Page & Sergey Brin
Headquartered at Mountain View,
California
Current CEO – Sundar Pichai
Forbes Valuable brands
Net worth - $34.2 billion

6. • Freeware web browser
• Market share
-Desktop browser
-Smartphones

7. • Features
• Multiple languages
• Chromium
• Chromecast
• Chromebook

8. “For Everyone” Campaign
Support the launch of new chromebook

9. Superbowl Ad

10. Speed Tests Ad

12. Initial videos for
promoting Chrome

13. Challenges faced by
Google

14. 1) Everyone wanted to talk
about

15. 2) People default to their
pre-loaded browsers

16. Major Objectives
• Maintain the user growth momentum for the brand.
• To maintain or improve Chrome’s month-on-month growth rate
while other browsers stagnate or decline.
• Make Chrome a mainstream product by getting the brand into
people’s daily life and conversation.
• Get more people talking about Chrome - increase measurable
buzz around Chrome in each market by at least 25%.
• Make browsers, and consequently the act of changing
browser, meaningful.

17. The Web is what you make
of it.

18. “Everyone uses a web
browser, but most people
don’t even know what it is,
much less care about which
one they use. That was our
challenge for Chrome’s first
global launch”
- Steve Pack, Art Director,
Google

19. • Agency : Google Creative Lab and Bartle Bogle
Hegarty
• Medium : Multiple channels.
• Budget : Not disclosed
• Objective : Google developed Chrome because it
didn’t think the existing browsers were good
enough for its products. Promoting Chrome was
very important because the more people use the
Web, the more they use Google products
effectively.

21. Ads under this
Campaign

22. “Dear Sophie”

23. Story of Dad and Sophie
Daniel Lee, an Asian American
Father, shares memories with his
daughter of her childhood by
using Google and the web to
create a virtual scrapbook.

24. Idea behind this commercial
• Chrome is an extension of human touch and
communion.
• The ad successfully creates an affection not only
for Sophie, but also for the father who so carefully
chronicles her life.

25. • Google has eternal value, akin to a family heirloom.
The technology has both a past (recorded
memories) and a future (anticipated sharing with
Sophie).

26. • The story is true, but the names have been
changed.
• Chrome used professional actors for the photos
and videos that are posted within the commercial,
but they are shot with the unpolished spontaneity of
home videos and snapshots.
• NY Times reporter Claire Miller summarizes
“Google’s solution is to tug at people’s heartstrings
with emotional ads about what they can do with
Chrome.”

27. More about Dear Sophie
• This ad was offline and aired on TV during the
Saturday Night Live show.
• It broke a lot of internal rules that google had
regarding advertising its products.
• Google worked with the agency Bartle Bogle
Hegarty to come with an ad that shows a tear-
jerking evocation of a father compiling an online
scrapbook for to his daughter as she grows up.

28. Achievements

30. “It gets better.”
The It Gets Better Project's mission is to communicate
to lesbian, gay, bisexual and transgender youth
around the world that it gets better, and to create and
inspire the changes needed to make it better for
them.

31. In September 2010, syndicated columnist and author
Dan Savage created a YouTube video with his partner
Terry Miller to inspire hope for young people facing
harassment.

32. In response to a number of students taking their own
lives after being bullied in school, they wanted to
create a personal way for supporters everywhere to
tell LGBT youth that, yes, it does indeed get better.

33. Little more about the project
• The tool used to spread the idea was internet-Youtube.
• It is an Internet-based 501(c)3 nonprofit founded in the
United States by gay activist, author, media pundit, and
journalist Dan Savage and his husbandTerry Miller.
• They worked with BBH to create this movement.
• The objective is to show how social media can be used
create awareness about LGBT rights and laws against
cyber bullying / bullying.

34. Achievements
• The project has grown rapidly: over 200 videos were
uploaded in the first week.
• To date, the project has received submissions from
celebrities, organisations, activists, politicians and media
personalities, including President Barack Obama, Anne
Hathaway, Ellen DeGeneres, the staffs of The Gap,
Google, Facebook, Pixar.
• It has become a worldwide movement, inspiring more
than 50,000 user-created videos viewed more than 50
million times.

35. The web empowers
ordinary people to do
extraordinary things…

36. People are doing amazing things with the web, and our
new series of films highlights some of these
accomplishments, both big and small, serious and fun.
The web is what you make of it. What would you make?

37. Meet Archana Doshi

38. Archana’s Blog

40. Archana’s Google+ Account:
Followers: 15,58,104
Views: 3,05,66,884

41. Archana’s Youtube Channel

42. Again based on a real life
story…
• Small town working woman -
Archana.
• Passionate about cooking.
• Started a cookery blog that
made her famous.
• Faithful set of followers
online.
• Catering service.
• Appearances in TV shows.
Archana Doshi on conversations with Namu Kini- Youtube

43. Key Information
• Global campaign conceptualised: Google’s US
headquarters along with their creative agency
BBH.
• Then, markets across the globe scouted for real
life local stories.
• Agency: Bartle Bogle Hegarty (BBH) India.
Some other campaigns by BBH:
- Magnum: Brown is in
- Skoda: Skoda Rapid Leisure
- Johnnie Walker: The Journey

44. “And I loved cooking. So what better
way than to start blogging my recipes!”
• Starts by clicking on google
chrome.
• Google Hangout.
• Mail feature.
• Writing a blog.
• YouTube.
• Website.
• Approached to write a book
over mail.

45. Objective of the campaign
• Highlights common users in India.
• Leverage the power of the web to do amazing things in
their lives.
• Showcases the emotional and personal connection with
the changing web today.
• Google shares how the web and its products have
changed the lives of millions of people and helped them
achieve their dreams.
• ‘If she was able to do it, so can you.’

46. India’s reaction

47. http://gs.statcounter.com/#browser-IN-monthly-201101-201112

48. http://gs.statcounter.com/#browser-IN-monthly-201201-201212

49. Over-all success

50. Feedback: Dear Sophie

51. Feedback: It gets better

52. http://gs.statcounter.com/#browser-ww-monthly-201101-201112

53. http://gs.statcounter.com/#browser-ww-monthly-201201-201212

54. : http://gs.statcounter.com/#browser-ww-monthly-201106-201506

55. Suggestions

56. Conclusion