How to introduce a new brand in a commoditized category to the Hispanic market with cultural relevance
Through deep analysis of Hispanic audiences in key DMAs, we discovered that Google Fiber was uniquely positioned to serve the Hispanic community looking for not just transparent but reliable internet service. At the heart of Hispanics, we discovered that being constantly interrupted by your Hispanic family when you live in a multigenerational household is normal and part of everyday life, but having bad internet interrupt your digital activities is not.
Our big Idea campaign: Fewer Interruptions, More Internet was developed through a multi-channel marketing strategy focused on increasing awareness and familiarity with Google Fiber, its fair price products, and customer services. The campaign showed such a strong impact among the Hispanic community, outperforming the general market campaign that it became the new total market campaign.
Google Fiber made a huge impact across different media channels. Social Media ads generated 1.4m impressions through Facebook Feed Ads and Instagram Stories, with strong response and engagement. YouTube videos (VCRs) were 2x higher than the benchmark. Rich media creatives outperformed the top benchmark by a margin of 1.5x (4.49%), and 3x (0.21%) for rich media full screen and display desktop ads respectively.