Google: To (brand) affinity and beyond! The long and winding road to driving a deeper connection with our users

Google launched its campaign posing the question 'What are you searching for this summer?' to capture the spirit of the UK, connect with users, and bring to the surface the role Google plays in their lives emotionally.

Summary

To (brand) affinity and beyond! The long and winding road to driving a deeper connection with our users

This story starts back in the dark days of the pandemic. The world was forced online, and everyone scrambled for information to understand what was going on. The same was true at the very home of answers - Google. As the Marketing Insights function, suddenly we were at the heart of all the internal questions the marketers had. Never was Insight more central to the business.

We rapidly stood up a tiger insights squad. 35 Search Analysts came together...

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Insights Team
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