Leveraging deep science and complex innovation into brand equity and purpose.
+ Cultural Readiness
+ Meaningful Storytelling
+ Unlocking Growth
2022 - Present
CONTEXT
Google Research fuels Google’s most ambitious theoretical and applied AI work across climate, healthcare, ecology, and social equality. Its breakthroughs are significant and impactful.
CHALLENGE
Google Research needed to translate their complex, groundbreaking work into clear, meaningful and relevant stories that would resonate with diverse audiences, build brand credibility, and perform across channels. Primary KPIs: Subscriber growth, higher female viewership, increased engagement (please specify channels).
STRATEGY
Unlock brand advantage and build meaningful, long-term engagement with researcher and tech-curious audiences. We created an always-on content ecosystem that transformed the organization’s scientific breakthroughs into a clear and coherent library of work, scaling its storytelling impact.
Methodology
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01 Decode
Audience Architecture
Mapped who to engage, and which topics and stories would resonate and gain traction.
Narrative Framework
Clarified Google Research’s unique value proposition and path to differentiation amongst competitors within the respective fields.
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02 Disrupt
Meaningful Storytelling Strategy
Translated the brand purpose into a storytelling platform, transforming content from science explainers, to telling stories with meaning.
Communication Blueprint
Developed a Content Framework tailored to ‘Engage, Excite and Educate’ and informed by channel analysis, to ensure relevance, reach, and impact.
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03 Create
Creative Catalyst
Created a Playbook containing new perspectives, ideas, and fresh styles of storytelling to choose from.
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04 Execute
Storymaker
Executed content across 50+ assets for an always-on stream for YouTube, YouTube Shorts, LinkedIn, and paid media platforms - including brand anthems, culturally-informed education pieces, engaging mini-doc series, and flagship announcements.
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05 Scale
Communication Playbook
Analysis of performance data to inform future content, identifying what performed best - driving better results, growing views, channel subscribers and increasing engagement year on year.
Elevating black voices through AI voice recognition
Solving flood preparedness with AI
Bridging AI with healthcare tech
Paid media content strategy
Protecting biodiversity through birdsong
Putting everyone on the map using AI
Tackling genomic bias using AI
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.