Google Fiber
Challenge
Google Fiber was looking to build momentum in new markets while making its value easier to understand for less tech-savvy customers. Although Google was known for innovation and simplicity, the fiber rollout process could be long, technical, and confusing, with up to 18 months between utility installation and in-home service. The marketing plan needed to align more closely with the “real” customer journey.
Approach
We mapped the Google Fiber customer journey and identified opportunities to reduce friction and build momentum. We reset the timeline and developed a phased approach to address defined audience segments and moments. We focused our new messaging strategy on plain speak vs. techspeak, bringing more clarity and delight to every touchpoint, from market awareness to installation.
ECD: Aaron Gresham
CD: Shannon Harris
AD: Katie Erickson
AD: Evan Bates
CW: John Kennedy
Agency: Big Com