Concept optimization for Google Search
Brief
Google Search developed a concept strategy that leveraged the NFL Sunday Ticket, featuring famous NFL players, to promote its Google Search functionality (Google Lens). The team wanted to understand the concepts’ potential impact on the KPI and how to optimize it.
Actions
We aimed to determine if the target audience understood the Google Lens functionality; identify which scenes amplified the promoted feature; and ascertain which scene optimizations could amplify impact on the primary KPI.
Product interactions were key to the concepts success and driving users understanding.
Tagline “New ways to search” needed to be integrated with more impactful scenes.
Less recalled scenes could by optimized (the fashion items used to showcase Google Lens had low appeal) or removed altogether for short form creative formats, such as video bumper ads and social.