Google Russia: Beyond the Capitals

Google, the online search engine, launched the Beyond the Capitals campaign to increase market share in Russia and engage its audience.

Campaign details

Brand: Google RussiaAgency: SLAVA, JAMI, OMD OM Group and Gran

2017 was another challenging year for Google in Russia.

  • Google was still the No.2 search engine in Russia, trailing behind Yandex (the Russian search engine) — 45.6% vs 48.7% of market share.
  • Although popular in Moscow and St. Petersburg, Google was failing to attract users beyond those capital cities.
  • Relationships with government authorities were growing increasingly complicated and political, with some going as far as to advocate shutting down YouTube.

Russia's challenge

Russians long to feel national pride — now more than ever because of...

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