Lessons from Google’s Reunion Ad
Recently, an ad promoting Google India went viral. The Google ad titled’Reunion’ tells the story of two young boys who were childhood friends, separated 66 years ago following the South Asian subcontinent’s independence from British colonial rule and its subsequent partition. The ad shows how Google search helped reunite two long-lost friends after more than half a century.
The elements that made this video so popular can provide guidance for your digital marketing efforts.
Whether it be videos on Facebook, Youtube, Pinterest, or Vine, describing use cases, or posting user stories – featuring how actual customers use your product is a powerful marketing tool. But the genius of this ad is in the way it uses a story to drive the point home.
An Empathic Experience
Think about the attitudes, feelings, and thoughts that you want to be associated with your product. Words that come to mind for this advertisement are: convenient, quick, easy. Feelings – excitement, happiness, fulfillment. Think strategically about what experience you want to be aligned with your product and design your marketing materials accordingly. Fresh and fun? Sophisticated? Tough? These elements can define your message, color scheme, website layout, and social media identity. What are the fundamental human needs that you can address with your product? This ad shows how the connection can be achieved.
Shareable Stories make great Content
This advertisement would not have been as successful if it had not been in a shareable format. A social media presence along with producing shareable content could be incredibly valuable endeavors for your Orange County Business. YouTube channels, Pinterest boards, Facebook pages, Twitter feeds – these are all outlets for increasing your marketing reach. Successful Facebook pages are those that post articles, videos, pictures, and have a call to action included (i.e. ‘Share’ or ‘Comment Below’).
Linking to your Customer Demographic
Interestingly enough, this advertisement shows a younger character utilizing an Internet search, not an older individual. According to Pew Internet, 98% of people under the age of 29 use the internet, in contrast to only 56% of people over the age of 65. Pinterest is used more by women, Google+ more by men, Instagram by a youthful crowd, and LinkedIn by business professionals. Knowing your audience allows you to tailor your marketing and target your demographic through social media.
Taking these elements and applying them to your marketing could lead to great results – much like the use of Google in this advertisement.