Case Study: Know Your Data

Table of Contents

Google won a Gold Lion in 2018 with its campaign to know your data that turned information into knowledge. They made the smart choice to enter ‘Creative Data: Use of Real-time Data.’

Challenge:

Credits:

Client: Google Cloud

Agency: Eleven, Inc, PHD, Essence, Gentleman Scholar, & Cloneless

Language: English

IT decision makers didn’t see Google Cloud as an enterprise-ready solution.

They wanted to prove to IT decision-makers that Google Cloud could solve complex business challenges by turning real-time data into hyper-relevant insights.

So through a partnership with the NCAA, Google used March Madness to showcase the Cloud’s AI-prowess—creating the ultimate product demonstration, on live TV.

Solution: Know Your Data

To showcase the power of Google Cloud and its ability to turn data into insights quickly, Google used AI and machine learning to make real-time, in-game predictions during the March Madness tournament.

A team of data scientists analyzed decades of NCAA data plus the first half of the game to predict what would happen in the second half. That prediction would become the basis for a hyper-contextual, real-time commercial.

To pull it off, Google created a tool kit of dynamic creative assets that could make a spot about whatever Google Cloud predicted. The tool kit was loaded into custom-built, Google Cloud-powered software that could assemble, edit, render, and traffic a television spot directly to the network in less than 10 minutes (a world’s first).

It was an end-to-end live product demo, in front of 43 million viewers. And Google Cloud nailed the predictions. The campaign drove a 91% lift in product interest.

Results

Brand Lift

The campaign drove a 13% lift in unaided brand awareness, 11% increase in consideration.

Web Traffic

91% rise in product interest, and 30% new site visits.

Brand Searches

42% more Google Cloud searches, with positive impact on pipeline.

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