Google: The One Google Project

Google was able to power the global ambitions of Chinese small and medium-sized businesses by using B2C tactics in a B2B campaign, increasing both brand awareness and performance effects.

Campaign details

Brand: Export with GoogleBrand owner: AlphabetLead agency: GroupMContributing agency: BBH ChinaCountry: ChinaIndustries: Information technologyMedia channels: Content marketing, Online display, Outdoor, out-of-home, Social media, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Chinese exporters are a key part of Google’s success in China. Google’s products let Chinese businesses sell to the world, reaching customers across Asia, North America and Europe through search, display and video marketing. So, when COVID-19 shuttered factories, Google stepped in to give these exporters the answers to the...

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