Google Ads
At House of Greenland I ran the creative department and looked after the Google Ads account. The work covered CRM, brand and campaign work across the marketing funnel.
Here are some highlights.
Be Where The World Decides
Google Ads had a problem. It was starting to lose market share to Tik Tok and Meta as advertisers looked for a simpler, more social way to reach customers.
Some good news
Research showed people browse on social media, but they buy through Google. And sometimes, for things like sofas, that journey can take up to three months.
The insight
When people buy online it’s rarely linear. We capriciously flit from one subject to another. The power of Google Ads is that it works at such a scale it can drop the right ad at just the right time to catch our interest. We needed to show that power and how it could make a difference to our audience.
The campaign
With Be Where The World Decides, we embraced all the mercurial quirks of human behaviour to create a campaign that made Google Ads feel tangible, emotional and smart (without being a smart alec). Be where The world Decides was a full funnel global campaign that ran across search, display, video and social.
My role
I was group creative director on the
project managing a team of creative directors, animators, editors, designers, art directors and copywriters.
Case study videos
I’ve written and CD/Directed a number of paid social content, event films and CRM projects for Google Ads. Some centred on the performance of the platform, while others focused on the brands that choose Google Ads. These films were shot across Europe and available in all the aspect ratios!
CRM animations
I really got into making animations for Google Ads, and if we ever get stuck in a lift together, perhaps I’ll go into why. Anyway, the first one, ‘Reconsider’ was all about getting customers who’d gone dormant to become active again. The Onboarding series helps new customers get to to grips with service features, and did particularly well, which if we ever get stuck in another lift, I can get into. If you like.