Combating skepticism to engage news publishers: How we helped Google News Initiative to build brand trust amid the news industry's digital evolution.
+ Cultural Readiness
+ Meaningful Storytelling
+ Unlocking Growth
2023 - 2024
Google News Initiative is a program offering digital tools, training and funding to news publishers globally, helping them combat misinformation and foster a more resilient news ecosystem.
C-suiters and Key Opinion Formers in the news industry can be resistant to the technological transformation. But in a competitive digital landscape, Google needed them to see technology as a partner.
CONTEXT
CHALLENGE
STRATEGY
Radically reframe Google News Initiative's role as partner that empowers publishers to unleash their creativity through real-world examples, while capturing their attention on social platforms.
Methodology
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01
Audience Architecture
Revealed diverse micro-communities and Key Opinion Formers within the publisher ecosystem, and pinpointed psychographic insights and core topics of interest via social listening.
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02
Storytelling Strategy
Crystallized the "News Ideas" storytelling platform to position Google News Initiative as the innovation partner news organizations need to creatively reinvent publishing.
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03
Source of Meaning
Developed creative principles, establishing tone of voice and a flexible visual identity built to reflect 'idea to impact'.
Communication Blueprint
Concepts and content included episodic video series, complemented by "Tech Unpack" posts for technological innovations, and "Audio Trends" insights.
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04
Brand Amplifiers - Innovation Explainers
Assets for short and long-term engagement across YouTube, LinkedIn and other owned channels; including a 60-second trailer, data infographics, thought leadership articles, written and video case studies.
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05
Communication Playbook
A Playbook was delivered for a future scale up of the platform, including the "News Ideas Hub" creation, roundtables/panel discussions, and mentoring sessions, with performance measurement framework.
Social first
video
Assets
Key learning
carousels
“
ATP truly exceeded our expectations in translating our challenges into a compelling strategy. The nature of the content that needed to be visualized was complex, yet ATP demonstrated a deep understanding of the news industry and its challenges.
The creative team at ATP truly brought our vision to life in a way that was both innovative and engaging. It is also worth mentioning that the ATP team is incredibly talented, professional, and fun to work with. They made the entire production process a joyful experience.
Viktoria Griffin Program Manager, Google News
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