Storytelling Matters: Google Search Stories
Google usually does its marketing right. This time, its marketers came up with a masterpiece. Watch it by yourself.
The campaign demonstrates that we all have integrated searching, and especially Google, into our daily lives. The other videos are funny but this one stands out – it shows a deep human story that we can all relate to. Some of us would even like to live that experience. We have integrated internet to our lives and fed the cyberspace with bits and pieces of sometimes mundane and sometimes deeply personal experiences, hopes and fears. None of the search providers has managed to collect those fragments and use it to show how the Internet and search really matters to us. That was until Google came along and produced these stories.
A campaign like this is the kind of activity I had in mind when I wrote the post about storytelling in PR. The mere fact that Google actually does this kind of activities is one of the reasons why its net profit rose by 50% in 2009.
Facebook comments:
I agree, Honza, too many marketers (and I include P.R. as part of marketing) forget the power of stories; as so often, Seth Godin, recognises this — it’s the topic of his (mis-titled, as he recently agreed) book, “All Marketers Are Liars”, he meant storytellers! Well worth reading if you’re unfamiliar with the concept.
Good point, Chris. Seth Godin has some interesting ideas but when it comes to storytelling, there are more interesting authors. More information on that coming up.