Being young is about searching – for who you are, what you want to do with your life, even simply what to do tomorrow. Hooking into this, Coca-Cola in Israel created “The Search of a Lifetime”. Using the top searches among young Israelis, they created targeted content to answer the life-defining questions they were asking around work, school, travel, etc. What’s more, they predicted and created content addressing what would likely be peoples’ next questions after answering the initial query. Ultimately, helping them find the answers, to make the decisions that would make them happy.
First, not enough brands use search to create meaningful connections with people. It’s a direct way to help them by answering the questions you know they’re asking. Second, more brands should be thinking beyond the initial interaction. Coke could have just answered the first question and moved on. Instead, they endeavored to understand how a young person would fully explore these topics, and made sure they completed the conversation.
There isn’t much to say about this video that it doesn’t say for itself, but each year, Google analyzes what terms spiked that year vs. the previous year, and compiles all the moments/people/content/etc. related to those things into two minutes that help us reflect on the 12 months we just experienced.
This year, Google trends determined that people searched for “good” more than anything else.
Why It’s Hot:
From a human standpoint, it’s an important reminder that in a year with many downs, it was the ups we sought out most. But from a marketing standpoint, it’s a great example of transforming data into emotional storytelling. Data isn’t just numbers, it’s a story waiting to be told.
As reported by The Verge, yesterday Google rolled out a new mobile feature to help people who might think they’re depressed sort it out. Now, when someone searches “depression” on Google from a mobile device (as in the screenshot above), it suggests “check if you’re clinically depressed” – connecting users to a 9 question quiz to help them find out if they need professional help.
Why It’s Hot:
As usual, Google shows that utility is based on intent – instead of just connecting people to information, they’re connecting information to people. In this case, it could be particularly impactful since “People who have symptoms of depression — such as anxiety, insomnia, or fatigue — wait an average of six to eight years before getting treatment, according to the National Alliance on Mental Illness.”