Google ABBM WIP

Note: This is a current Google RFP we are pursuing at VSA Partners. I’ll delete this note once we win the work.

As regulators get closer to restricting the scope and scale of how digital ads get targeted, Google is engaging agencies to develop campaigns that clarify the benefits of targeted advertising, and the potential downsides of increased regulation. As an added challenge, the RFP requested that the campaign not appear overly Google-branded.

After a quick, informal research phase, we landed on the following approach—get key opinion formers and regulators, who are skeptical of Google, to recognize the positive impact digital ads have on small businesses by showcasing stories of relatable, real SMBs that found success using digital ads.

The Idea

We subvert existing negative perceptions of targeted advertising by appearing to support them at first. Using testimonial quotes, searches, and targeted ads themselves, we cleverly censor positive, supportive statements in a way that makes them seem explicit and critical.  Understanding that potential audiences will be less likely to engage with overtly pro-advertising content, this approach uses intrigue and misdirection to start a deeper dialogue.

Deliverables

• OOH activations

• Supporting branded content

• Digital placements

• Paid social (Pinterest, Instagram)

• Organic social (Instagram, TikTok)

Responsibilities

Concept development, design direction, copywriting, creative direction, production & editing oversight