Campaign details
Brand: Google TranslateBrand owner: GoogleAgency: PHD ChinaCountry: ChinaIndustries: Information techonologyMedia channels: Mobile & appsBudget: 500k - 1 million
Executive summary
Google is a challenger brand in China, with almost no presence in 'search' results and wide-reaching restrictions on most of its global products.
This paper charts the story of how we navigated intimidating odds to create rapid downloads of the Google Translate application – an app with relatively low consideration, stalled at fourth place in language translation services.
The solution adopted a smart, tech-enabled approach,...