Helping locals and small businesses find each other

Challenge

To add more ‘everyday’ associations to Google Search’s brand perception. Most Vietnemese think they know their neighbourhood better than they do. They rarely asked Google and only used search for difficult questions. Google wanted to change user behaviour to asking easy, everyday ones too.

Approach

Sometimes the simplest, most everyday questions turn out to be the hardest to answer - except when you use Google Search. The concept of finding difficult answers to easy, local questions was executed using a three-phase strategy. The campaign was served across every neighbourhood in Vietnam via YouTube, Facebook, Instagram and display ads. Every ad pulled real-time local information from small businesses to show people that the easiest way to find local answers was to use the Google search app.

Results

More than 21,000 unique iterations of ads made this one of the biggest geo-tagged dynamic campaigns in Vietnam to date. +500k monthly active users and +9.1% usage intent.