Google Search
Pinpoint Personalization
The Challenge
Drive adoption of the Google Search App by demonstrating its power and convenience in a personal, meaningful way that had never been done before.
My Role
As Creative Director, I led a multidisciplinary team to pioneer a new MarTech advancement in digital campaign technology.
The Solution
We developed a dynamic, real-time personalization system that brought app content directly into ad expressions. Using a user's geolocation and data from five different APIs, we created a single, flexible HTML5 framework to serve personalized, real-time content (weather, nearby restaurants, events, etc.) across 50 cities in six countries.
Campaign Expansion
Given the success on mobile, the system was expanded to digital Out-of-Home (OOH) and YouTube pre-roll. We married a small library of video clips and a flexible copy structure with a viewer’s geolocation to achieve contextual relevance across 58 popular search categories. This pioneering approach ensured Google was present with a relevant message regardless of the viewer's online activity.
The Impact
This campaign marked a significant advancement in digital advertising, delivering a scalable and efficient personalization engine for tens of millions of ad placements. The work drove unprecedented brand visibility and user engagement.