Google Android EMEA Retail Campaign 2023
Situation:
In the highly competitive market of Google Android devices in the UK, France, and Germany, targeting both B2B and B2C segments, I was tasked with launching a campaign to acquire and retain Gen Z and Millennials who were primarily loyal to Apple products. This campaign involved collaboration with key retail partners such as Samsung, O2, Vodafone, Curry's, Orange, Bouygues, and T-Mobile, and it aimed to promote Pixel 7 and 8, Samsung s23 and s24, along with tablets and other Google and Samsung devices and accessories.
Task:
The main objective was to overcome barriers around security, sustainability, status, and education that were preventing Gen Z and Millennials from adopting the Google ecosystem. To achieve this, I identified the emotional insight of "Belonging" as a key factor influencing their preference for Apple products. The task was to leverage this insight and develop a campaign strategy to position Pixel 8 and Samsung s24 as the best choices for those who desired belonging within a tech-savvy community.
Action:
I employed Customer Experience (CX) methodology to inform the strategy. This involved comprehensive research including building accurate customer personas and customer journey mapping to understand the needs and motivations of the target audience. After identifying Belonging as a crucial emotional driver, I developed the #bestphonesforever campaign with the creative team, centered around the concept of belonging to a vibrant and inclusive tech community.
My actions included:
Crafting compelling messaging that highlighted how Pixel 8 and Samsung s24 could fulfil the need for belonging.
Collaborating closely with retail partners to ensure consistent messaging across all channels.
Implementing an integrated marketing approach, spanning digital and traditional channels, to maximise reach.
Executing an owned, earned paid media strategy for social media content.
Creating engaging content tailored to each platform, showcasing the social aspect of using Pixel 8 and Samsung s24 devices.
Monitoring campaign performance closely and making adjustments in real-time to optimise results.
Building accurate KPI’s for measurement and optimisation.
Result:
My strategic approach yielded significant improvements in sales and brand engagement:
Analytics:
Campaign channels - Improvado, Brandwatch, Hubspot.
Website - GA4, monitoring + optimisation.
CRM - in store surveys Survey Monkey, QR codes & sales staff.
Sales of Pixel 8 exceeded estimates by 12%, and Samsung s24 sales increased by 9%.
Both website and in-store sales saw notable boosts.
Mobile network providers: % increase in Android sign ups - O2 14%, Orange 19%, T-Mobile 12%.
Retail Stores: % increase in Android sales Curry’s 17%, Bouygues 27%.
Social media traffic across all platforms experienced a substantial increase, indicating heightened interest and engagement with the campaign.
By effectively addressing the emotional need for belonging and implementing a comprehensive marketing strategy, I successfully positioned Pixel 8 and Samsung s24 as desirable alternatives to Apple products, resulting in tangible business growth and improved brand perception.