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

  • 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.

  • 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.

  • 03 Create

    Creative Catalyst

    Created a Playbook containing new perspectives, ideas, and fresh styles of storytelling to choose from.

  • 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.

  • 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.

SAN FRANCISCO

LONDON

SINGAPORE