Google Lens • Search what you see.
2021 • O2O Commerce • B2C App • United States • North America
Google did a Lens-enabled campaign in The New York Times Magazine using dynamic animations to support social justice movements.
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The big idea of the campaign was to drive awareness and positive sentiment for Google Lens, an app that allows users to learn more about their surroundings through augmented reality technology. The campaign aimed to engage a tech-savvy and worldly audience by creating interactive reading experiences in The New York Times Magazine using Google Lens.
Additionally, the campaign sought to show support for social justice movements by highlighting the stories and history of individuals who fought for the rights of marginalized communities. Overall, the campaign aimed to introduce Google Lens to the New York Times readership while promoting awareness and positive brand perception.
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The challenge of this campaign was to drive awareness and positive sentiment for the Google Lens app among a tech-savvy and worldly audience. Additionally, the campaign aimed to show support for social justice movements supporting Black and LGBTQ+ rights in the United States, while introducing Google Lens to the readership of The New York Times Magazine.
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The target group of this campaign was a tech-savvy and worldly audience, specifically the readership of The New York Times Magazine.
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The campaign to promote Google Lens through The New York Times Magazine was successful in driving awareness and positive sentiment among a tech-savvy and worldly audience. With a readership of over 130 million subscribers, the campaign enjoyed high visibility across the newspaper and magazine.
The use of Google Lens to make the magazine covers and ads interactive created moments of surprise and delight for readers, while also providing them with informative and educational content about emerging social justice movements.
The campaign resulted in significant increases in product awareness and brand perception for Google Lens. In a survey, 90% of respondents said they would try Google Lens in the future, and readers rated their brand perception of Google Lens as a strong leader in AI technology and first to market innovation.
The initial response to the first issue showed a 62% lift in familiarity, likelihood, product awareness, and brand perception for first-time users. Positive sentiment towards the brand increased with each issue, and a large number of readers interacted with the ads by using Google Lens on their phones, across all ages, genders, and social statuses.
