Google's core business is built around search, but search marketing just doesn't sound sexy to CMO's and Advertising Execs. They thought of it as the lowest rung on the ad latter, not a platform to build entire creative campaigns.
We needed to prove to the marketing community that mobile search ads changed the game. These weren't boring search ads—they were a new frontier for creative possibility.
Google needed to convince Ad Execs that mobile search ads weren't boring BTL must-haves, but instead unlocked new opportunities for fully realized creative campaigns
People make mobile searches all throughout the day. And when you make a mobile search, it's not because you're researching for later. It's because you want something right now. You do it in the aisle when choosing which shampoo to buy, or when you're looking for the nearest coffee shop to visit.
We created an entirely new way to talk, and think, about mobile search. Micro-Moments: little opportunities for brands to meet potential customers with added value or experiences, exactly in the moment those customers wanted them. We invited brands to meet the moment.
Creating the language and strategic insight around Micro-Moments was only step 1. Next, we needed to prove how powerful they were. During Advertising Week 2015, we partnered with Airbnb and Dunkin' Donuts to create two Micro-Moment campaigns targeted directly at Ad Execs in town for the conference. We didn't just tell our target to meet the moment, we showed them first-hand how powerful it was.
"It takes a strategic insight and makes it magical.'
-Peter Giorgi, Global Head of Advertising and Content at Airbnb
The two campaigns achieved mobile click-through rates over 300% above average. They both got stage time during Advertising Week speeches, were featured on AdWeek, Advertising Age, and other trade publications, and won FWA's Mobile Site of the Day.
In other words, we proved the creative power of meeting the moment in mobile search.
*I was the copywriter and lead creative on the project. I worked with strategy to define and name Micro-Moments, create the 'meet the moment' campaign, build our two experiences, and create the case study films for them. I worked directly with the heads of advertising for both Airbnb and Dunkin' Donuts to create the two experiences.