Campaign details
Brand: Google SearchLead Agency: Toaster Limited Singapore BranchRegion: Vietnam
Strategy
Objective
Google Search is the preferred search engine in Vietnam. But even though users knew and loved search, their usage was quite rudimentary and less frequent. There was a large headroom for growth in habitual Daily Active Users.
Our research revealed that Google Search was being perceived as an encyclopedia or a place for studious research but not as a place to ask everyday queries. 66%* users went to other sources as they perceived that Google gave them too much information. This was...