Google Earth is a computer program that renders a 3D representation of Earth based primarily on satellite imagery. It maps the Earth by superimposing satellite images, aerial photography, and GIS data onto a 3D globe, allowing users to see cities and landscapes from various angles. Google Earth lets you explore anywhere on Earth to view satellite imagery, maps, terrain and 3D buildings, from galaxies in outer space to the canyons of the oceans.
In 2022 Google Earth relaunched Voyager with the help of NASA, the Jane Goodall Institute, the BBC, and Sesame Workshop. The new version gives users the ability to take guided tour's around the globe with some of the world's leading storytellers, scientists and not-for-profit organizations. Voyager is “a showcase of interactive guided tours, quizzes, and layers that aim to help educate everyone about the world, locations near and far.” The challenge was to bring awareness to the update which never achieved notoriety or momentum and gain user interaction with the platform's stand alone feature.
Everything you love about Google Earth, plus new ways for you to explore, learn and share. Zoom in and see what adventures await you on Voyager.
The solution was an integrated campaign developed with a branded, provocative approach rooted in the products name: "What on Earth?" This became the rallying cry for Google Earth across all consumer touch-points with a focus on the new product Voyager. Visually an introduction of four colored circle's were created to not only reinforce the Google Earth logo, but the planet Earth itself. These shapes used Google's iconic color palatte to further brand the elements and strategically unify all content. Lastly, Google's bland, institutionalized environmental impact program was rebranded resulting in: 'The Google Earth "Do Good" Awards.' This fun and positive name was a spin off of Google's original Code of Conduct "Don't Be Evil" and fit perfectly from a tonal perspective with the added benefit of strategic gamification. The entire approach allowed Google Earth to strategically repurpose content holistically across all consumer channels.
Repurposing content is necessary due to the large number of channels needed to serve and the large variety of content needed for creation.
The gamification strategy created an online community within Google Earth's awards by using gaming techniques to motivate consistent participation and long-term engagement. It's a simple way for Do Good Award participants to view their own progress and build continued engagement within the program, while celebrating Voyager's top influencers and performers without creating false incentives. Gamification also enables real time tracking and reporting.
Along with traditional, paid and organic, a refined keyword portfolio also supported the new campaign to increase reach and attract a broader audience. Aligning ad copy to keywords within the holistic campaign redirect leads to unique landing pages with high page authority. By tailoring the messaging and directing users to highly relevant pages, Google Earth optimized the user experience while increasing engagement and effectiveness.
Top-line data for the campaign:
Optimized metrics:
Awareness and usage
Awareness impact:
65% increase in user awareness since relaunch.
Usage impact:
35% increase in user feature interaction per month.
Qantitative KPI's:
10x's decrease in (CPC) Cost-Per-Content.
Qualitative KPI's:
7x's decrease in (CPL) Cost-Per-Lead.
5x's decrease in (CPC) Cost-Per-Conversion.
20x's increase in (CTA/PPC) Pay-Per-Click.
Award impact:
Do Good awards full launch in 2024. Currently in Beta. Data TBD.
