Context
The key objectives of this project were:
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Leverage high familiarity among Gen Z to drive up consideration for Chromebooks among this segment.
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Highlight Chromebook's creative work and entertainment capabilities: run third-party applications, cloud gaming, Google Workspace offline.
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Showcase Chromebook’s premium devices: high performance, upgraded display, and sleek design with an aluminum finish
Key Problem
The Chromebook + Gen Z Challenge: Gen Z's first experience with Chromebooks typically starts in school, with frustrating restrictions on cheaper devices. School districts tend to restrict certain functions, especially access to websites and apps. As a result, despite having high familiarity and awareness for Chromebooks (compared to the general pop.), consideration among Gen Z is significantly lower. This means that once Gen Z leaves high school, they’re ready to leave the Chromebooks behind too, and don’t consider more premium (i.e. $400+) Chromebooks when shopping for their first ‘adult laptop.’
Google would like to generate brand love and drive consideration for Chromebooks among the Gen Z population in Canada. They strongly believe that capturing a greater share of the Next Gen laptop users starts with Gen Z.
Contribution
As Google’s Chromebook marketing team, we build out a Gen Z Marketing Strategy and include examples of programs that would deliver against this strategy. The strategy focused on addressing the following key questions:
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Based on the current challenge and insights on Chromebooks + Gen Z, how would you use this information to develop a new marketing campaign exclusively for Gen Zs in Canada to consider ‘graduating’ to a premium Chromebook?
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What tactics would you leverage and why?
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How do you plan to measure the progress and sucqcess of your campaign?
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What insights helped you to inform your campaign?