Campaign details

Brand: Export with Google
Brand owner: Google
Lead agency: Mindshare China
Contributing agency: BBH China
Country: China
Industries: Information technology
Media channels: Content marketing, Online display, Outdoor, out-of-home, Social media, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

China has always been a key player in global export markets. While larger businesses have both the scale and resources to help accelerate growth, small and medium-sized businesses (SMBs) in China lack the resources. Therefore, they stick to more familiar ways of selling products, like trade events and online marketplaces.

Google's key challenge to make exporters start building websites and using Google Ads seemed like a daunting task, but Export with Google, an education programme, was able to solve the challenge. The media campaign's goal was to generate WeChat sign-ups to Export with Google in order to broaden the programme's reach.

We faced the following questions:
  • How can we target niche exporters?
  • How can we attract our target audience?