Google first launched onto the app streaming market with Chromecast, an innovative technology that allows users to stream their favorite entertainment and apps from their phone, tablet or laptop right to their TV. Since then, Google Cast has expanded its offering to include products for audio and OEM partners. But even a name as big as Google needs to think creatively to stay ahead of the competition, and the app streaming market is a competitive one. Power players such as Roku, Apple TV and Amazon compete aggressively with Google for their share of the market.
With bold aspirations to become a leader in the delivery of entertainment, Google turned to Lippincott to develop a powerful brand platform to support the expansion of Google Cast. Google sought a creative consultancy that could help forge emotional bonds with consumers and drive rigorous quantitative testing to optimize brand communications. We offered the agility, partnership and expertise to create value quickly, and initiated a rapid-fire project to help Google break through with consumers and realize their goals.
Through cross-functional workshops and interviews, we envisioned the Google Cast brand purpose and prioritized its commitments. Our creative territory, “Amplify Joy,” tapped into the passion for the category that all users shared. It emphasized Google’s role in spreading the bliss of life-sized entertainment experiences and provided the big idea that could inspire a global advertising campaign.
Passionate about entertainment: Understanding the Google Cast user
Every element of the project was iteratively validated and optimized, including the campaign creative, website content and in-store messaging. A quantitative survey tested positioning and key messaging ideas with a variety of psychographic and usage based consumer segments. Through this rapid, deep dive into consumer needs, we learned that what united them most was their shared passion for the category. We also learned that bigger experiences were what moved people. So did shifting the tone of messaging to be more emotional, and zeroing in on happiness and joy. These findings helped us to establish messaging hierarchies, develop product value propositions and refine the language that is throughout Google Cast brand and product communications today.
With an expanding number of offerings, Google also sought to simplify the naming and brand architecture for Google Cast. A descriptive name was chosen for the audio version of the Chromecast plug in, capitalizing on its brand equity: Chromecast Audio. We also explored the identity relationship between Chromecast and Google Cast, recommending ways to better connect the brands for consumers.
We were solving tough challenges in a tight timeframe, so we partnered with Lippincott to quickly and collaboratively build a brand foundation for product launch. Together, we created a powerful positioning and market-validated messaging to drive product education, purchase and usage.
– Meredith Blackwell, Google Hardware Marketing
Google unveiled its new brand programs to the market with an integrated campaign that amplified the brand’s vitality and created purpose around the passion shared by users. Lippincott’s brand platform informed this dynamic campaign by 72andSunny, which brought the spirit of “Amplify Joy” to life for audiences, while we further helped shape the content on the product websites to ensure the exciting and clarity followed through from the campaign.
Images and video courtesy of 72andSunny.