Google India decided to add an emotional touch to its Helping Women Get Online (HWGO) campaign through #TogetherOnline – a film meant for youngsters to understand their mother better.
It was in 2013, when Google India addressed the gender gap in internet population with their campaign – Helping Women Get Online. Taking it a step forward #TogetherOnline creates an emotional analogy with a child’s first day at school against her mother’s first day online.
Today, none of the tech savy youngsters have the patience to sit their mother down and take them through the process. The film was to make them aware of all the trouble, their mother has gone through when they were grappling with the smallest of tasks as a kid. It integrates both campaigns (HWGO) and #TogetherOnline as every woman you help get online is possibly a mother too.
As a video, it tugged on one’s emotional chords and sent out a meaningful message at the same time. It triggered a sense of nostalgia and also helped understand the one person we take for granted.
The social way
What was unique was the way #TogetherOnline unfolded across social media platforms.
To begin with, Google did not actively promote the film on their Facebook page.
Apart from leveraging the video on YouTube, the film was talked about on influencer Facebook pages – Best Ads, Story Spotted, PopXo and Snap Deal.
In this way, it reached out to a large audience set through influencers across each sector.
So can it be concluded that apart from Showcasing the video on Youtube, Google (an influencer by itself) relied on influencer marketing to garner a large response?
— Google India (@googleindia) May 21, 2015
An ecosystem, comprises search engine, emails, chat applications and largely social media, it’s unlikely for one to survive without the other. Even though Facebook is looking to grow bigger with constant updates each entity is interlinked with one another. It’s a system of co-dependence where they depend on each other for survival.
Probably, this is the answer to Google’s influencer marketing approach.
Although, Google India could have optimised the most popular social networking site in a much better way considering its already established user base. They could create a sense of anticipation with teaser posts for #TogetherOnline. Considering Google’s success with previous videos, user curiosity would have been high, which could have gathered a large reach by itself.
But was there another intention behind #TogetherOnline?
Sure, it tugged on your emotional strings and worked towards a meaningful initiative. Nonetheless, the fact that Google+ did its fair share of promoting the video cannot be negated.
Nobody doubts the after effects, this video will have. However, #TogetherOnline reinforces the fact, Google is here to stay and possibly rule the ecosystem.
Facebook, are you reading between the lines?