Monday,October 23 2017
Google's Creative Grad Day 2014

Earlier this month two of our Ogilvy Fellows – Vijaya Rudravajhala and Nicola Strange – were invited to attend Google’s annual Creative Day for ‘Ad Grads’.

Find out what our highlights from the day were, including some quick and efficient research tools, some tips on how to create a really successful YouTube Brand Hub and a little clip of Jean Claude van Damme!

Some quick, simple, Google research tools everyone can use:

You might be familiar with one or more of these research tools – they are [mostly] free, and super easy to use. We think they’re a good way to get some quick stats/trends/insights about an industry, brand or competitor etc. when your time is sparse! The best thing is, that these are just a handful of the research tools Google has to offer.

1. Google Think Insights

Google Think Insights is Google’s source for insights, trends and research in digital marketing. It provides free access to creative inspiration, industry intelligence and best practices for our business. Also hosts a wealth of free whitepapers.

2. Display Planner

Google Display Planner finds and suggests thousands of websites, mobile applications and video channels for your ads across the online world. Are you trying to reach golfers, new parents or Mexican food fans? Just describe their interests, websites you know they visit and products they buy. Display Planner will use that data to suggest good keywords and other targeting ideas.

3. Consumer Barometer

Consumer Barometer can tell us how likely groups of consumers are going to do something and quantifies the role that online media plays in consumers’ decisions. You can compare consumer’s behaviours between genders, countries, ages etc…

4. Google Consumer Surveys

This is the only tool which you have to pay for. Google asks the masses any question for you – e.g. where did you last buy hair gel? how often do you buy fajitas?

5. Voice Search

How would consumers search for products if they were to use their voices? Rather than typing? Google Voice Search will tell you.

6. Related Searches

When you search for a term in Trends, you’ll see searches related to your term near the bottom of the page. This can give you a good insight into other searches that consumers are making or may put your search trend into a general perspective.

7. Brand Impression Tool

Type in any brand into Google’s Brand Impression Tool to discover that brand’s story. This tool tracks the brand’s pictures, words and actions over time to show you what brands are doing now and what they’ve done over time.

8. Google Trends

Google Trends allows you to compare search volume patterns for your search terms across specific regions, languages and time-frames.

______________________________________________________________________

Some other interesting picks of the day!!

YouTube:

Today, successful brands understand that they need to create consistent, engaging content that a viral video may or may not provide. Over the last year, YouTube has been sharing this strategy with brands. Their framework, the Hero, Hub, Hygiene approach, is a holistic video strategy that places an emphasis on the need for consistency.

In really basic terms there are three types of online audience:

People who browse and seek inspiring content (Hero)

-People who search and seek relevant content (Hub)

-People who subscribe and seek regular content (Hygiene)

Hero content fits the needs of the people who browse and seek awesome content that they can share on social media platforms and talk to their friends about. This type of content should be the most impactful and have a great story behind it.

Hub content is where you talk in detail about what your brand stands for and what your customers are interested in. Volvo has multiple series of Hub content, each focuses on a different aspect that would appeal to trucker enthusiasts.

Hygiene content is the short, ‘always on’ content designed to continuously engage your brands target audience to keep them informed and engaged. The focus of this content is usually on education, and the emphasis is placed more on the information value than production value.

Nicola Strange & V Rudravajhala / Ogilvy Fellows

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  • ABOUT US

    Ogilvy Public Relations drives influence at scale to effect change.

    We believe that to deliver commercial value and demonstrable change, we need to drive influence at an ever increasing scale. That means we encourage bigger, simple thinking to drive better results, by fostering a culture of permissive creativity, aggressive curiosity and smart collaboration.

    Ogilvy Public Relations/London is PRCA Large Consultancy of the Year 2013 + 2014

    Ogilvy Public Relations is the Holmes Report 2014 EAME Agency of the Year

    Ogilvy Public Relations is No1 in the Holmes Report 2013 + 2014 Global Creative Index

    OgilvyPR_Logos

     

    FOLLOW US: @OgilvyPRLondon

    INSTAGRAM US AT: OgilvyPRLondon

    VINE US AT: Ogilvy PR London

     

  • WHAT WE DO

    Our core offerings include:

    • BRAND MARKETING
    • MEDIA RELATIONS
    • SOCIAL MEDIA
    • B2B COMMUNICATIONS
    • INFLUENCER RELATIONS
    • CORPORATE REPUTATION
    • STRATEGY+ PLANNING
    • CONTENT CREATION
  • CONTACT US

    OGILVY PR LONDON
    Sea Containers, 18 Upper Ground, London, SE1 9RQ
    T: +44 (0) 20 3193 3000
    E: info@ogilvyprlondon.com

    For all new business enquiries, please contact:
    E: A.burns@ogilvy.com
    T: +44 (0) 7973673074

  • DIRECTIONS

    By Bike: 
    Dock your Bike at Milroy Walk, a 3 minute walk from Sea Containers
    By Tube:
    The nearest tube is Southwark (Jubilee Line), an 8 minute walk from Sea Containers. Alternatively Waterloo (Jubilee, Northern, Bakerloo & Waterloo & City) is 15 minutes walk.
    By Car:
    There is limited car parking near Sea Containers, if you wish to arrive by car please let us know.
    By Bus:
    There are many bus routes that operate around Sea Containers. We advise either using Google Maps or Transport For London’s journey planner to find the best route from your start point to our office.
    By Plane:
    London City Airport is only 40 minutes away via the Jubilee line and DLR (change at Poplar). Other major airports within one hour from Canary Whard are Heathrow and Gatwick.

    WORK FOR US

    Been tempted by what you’ve seen and want to be part of one of our world-class practices? To find out more on current opportunities please click here or send your CV and covering letter to Sara.Walpole@ogilvy.com