From reactive storytelling to a strategic content ecosystem: How we helped Google Research turn breakthrough science into global brand equity.
+ Cultural Readiness
+ Meaningful Storytelling
+ Unlocking Growth
2022 - Present
Google Research fuels Google's most ambitious theoretical and applied AI research. Its work in climate, ecology, healthcare, and social equality is broad and inspiring.
Google Research needed to translate its groundbreaking, but complex, work into clear, meaningful stories that would resonate with diverse audiences, build brand credibility, and perform across channels.
CONTEXT
CHALLENGE
STRATEGY
Create an always-on content ecosystem to unlock brand advantage and transform scientific breakthroughs into a clear, coherent work library. This fostered deep engagement with researchers and tech-curious audiences and scaled storytelling impact.
Methodology
-
01
Audience Architecture
We mapped who to engage and which topics and stories would gain traction.
Narrative Framework
Clarified Google Research’s unique value proposition and path to differentiation amongst competitors.
-
02
Storytelling Strategy
Translated the brand purpose into a storytelling platform that could transform explainer content into stories with meaning.
Communication Blueprint
Developed an ‘Engage, Excite and Educate’ content framework, informed by channel analysis, to ensure relevance, reach, and impact.
-
03
Creative Catalyst
Delivered a playbook of new perspectives, ideas, and fresh styles of storytelling to choose from.
-
04
Brand Amplifier - Innovation Explainer - Story Maker
Executed 50+ assets for YouTube, YouTube Shorts, LinkedIn, and paid media platforms - including brand anthems, culturally-informed education pieces, engaging mini-doc series, and flagship announcement videos.
-
05
Communication Playbook
Analysis of performance data to inform future content - growing views, channel subscribers and increasing engagement year on year.
healthcare tech
preparedness
with AI
Paid media content strategy
through birdsong
everyone on the
map using AI
bias using AI
RESULTS
23%
+
views
46%
+
shares
194%
+
retention
8.1%
+
female viewership
Performance data Jan-July 2024
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