“The Web Is What You Make It” is Google’s new campaign for its Chrome browser.
Campaign Idea & Objectives:
The idea of the campaign is simple yet emotionally oriented. “Dear Sophie”, the latest ad, shows a father using Google products to catalog his daughter’s life events from birth to a hospital stay for an unnamed illness, to the loss of her baby teeth. He writes her notes using Gmail, for instance, and posts videos of her on YouTube.
The ad is part of Google’s another emotional ad from Google that aired during Glee. That ad supported the LGBT community with a 91-second compilation of “It Gets Better” clips on YouTube.
“Dear Sophie” currently has around 560,00 views on Youtube although it has been online for a week only! Furthermore, the ad was able to score 6,386 likes and 878 comments so far.
As for the “It Gets Better” ad, it currently has more than 400,00 views on Youtube.
Opinion & Lessons Learned:
Although the ad got a few dislikes because viewers worried about privacy issues as well as the purposeful manipulation of people’s emotions just for gaining more users, I loved the ad and the idea of the campaign in general. To me, it is heartfelt and very creative.
So what can we learn from this campaign?
- People are not always looking for a laugh: One might think that humor is the best way to enter the minds of your audience, it’s not. Sometimes, the tears can bring your audience closer to your brand as well.
- Find the right social media channel for you: Not every campaign needs exposure on multiple social media channels, remember that when designing your campaign and matching it with the campaign objectives you have in mind.
Finally, did you happen to see this campaign? What did you think of it?
Looking forward to your comments and feedback down below :)