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
CONTEXT
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.
CHALLENGE
C-suiters and Key Opinion Formers in the news industry can be resistant to the technological transformation of the publishing ecosystem. But in a competitive digital landscape, Google needed them to see technology as a partner rather than a competitor.
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 Decode
Audience Architecture
Revealed diverse micro-communities and Key Opinion Formers within the publisher ecosystem, and pinpointing psychographic insights and core topics of interest via social listening.
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02 Disrupt
Meaningful 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 Create
Creative Catalyst
Developed creative principles, establishing tone of voice and a flexible visual identity built to reflect 'idea to impact'.
Placeholder
Concepts and content included episodic video series, complemented by "Tech Unpack" posts for technological innovations, and "Audio Trends" insights.
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04 Execute
Storymaker
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 Scale
Communication Playbook
A Creative 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.
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RESULTS
23%
+
views
46%
+
shares
194%
+
retention
8.1%
+
female viewership
WE WERE BORN TO BRIDGE — IT’S IN OUR NAME
Across the Pond is a global creative agency
that helps technology brands bridge the divide between their innovation and human meaning. We are a global, independent creative agency that’s proudly woman-owned and a B Corp.
