Category: Socila Media & Viral Marketing
Advertiser: GOOGLE
Product/Service: GOOGLE+
Agency: GROUND
Chief Creative Director: Satoshi Takamatsu (Ground Tokyo)
Producer: Yu Kimoto (Ground Tokyo)
Producer: Tatsuro Aono (Ground Tokyo)
Producer: Tatsuya Ishikawa (Ground Tokyo)
Media placement: online - google+ - 8 december
Describe the brief/objective of the direct campaign.
Google+ is an online service offering a wide range of convenient functions, but it needed unique contents only available on Google+ in order to attract users of other SNSs such as Facebook and Twitter to register and become active.
We needed to create a buzz and increase the recognition of this service, Google+. More importantly, get new Google+ users with attractive content.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Born in Akihabara, the centre of Otaku culture, AKB48 began as 'pop idols you can go see'. They weren’t celebrities who appeared on TV but held concerts at a small theatre in Akihabara, so fan who wanted to see them could go to the theatre, watch them perform live, and shake their hands.
But as their popularity grew, AKB48 went from 'pop idols you can go see' to 'pop idols you could never see'. AKB48 created attractive content by sharing their daily activities, exclusive news on Google+, but it was also a great opportunity for them to engage with their fans.
Explain why the creative execution was relevant to the product or service.
Concept was simple; maximise the attractiveness of 'posts'. We broke new ground by developing branded posts made possible by the collaboration between the client, agency, and celebrities.
We proposed collaboration between Google and AKB48, a unique pop idol group comprised of 243 members, launching a project; 'Every member is connected to every fan'
All the 243 members of AKB48 began to upload comments on Google+. They uploaded texts, photographs, and movies and shared their 'joy', 'sadness', 'ideas', and 'problems'.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Featured on many websites, SNSs, and BBSs. It has been featured on TV, magazines, and newspapers.
72,600 posts from members
4,290,000 comments from fans
15,000,000 +1s.
10,000,000 Followers
AKB48 became a pop idol group Sings, Dances and Shares enabling to interact with fans everyday.
Google+ became widely recognized across Japan very rapidly. And the number of users in Japan is increasing at unparalleled speed.