Campaign details

Brand: Google Translate
Brand owner: Google
Agency: PHD China
Country: China
Industries: Information techonology
Media channels: Mobile & apps
Budget: 500k - 1 million

Executive summary

Google is a challenger brand in China, with almost no presence in 'search' results and wide-reaching restrictions on most of its global products.

This paper charts the story of how we navigated intimidating odds to create rapid downloads of the Google Translate application – an app with relatively low consideration, stalled at fourth place in language translation services.

The solution adopted a smart, tech-enabled approach, one that stayed true to Google's belief in making the world more accessible. The ingenious solution delivered impressive, benchmark-busting results.

Market background and context