• Increase Brand Awareness by +5% of the Google App.

  • Increase expansion: +.15% (CTR) - keen to beat the .11%  Industry Benchmark

  • Increase interaction: +.50% keen to beat the 41% Industry Benchmark

  • Increase App Downloads +5%, App Opens +5, Voice Search +2, Type Search +.05


The business goals for App awareness were lofty, which meant we need to communicate with a gigantic user base. But it was clear mass media didn’t suit our message of the App’s almost precinct personalization.