Google Translate: The Secret Menu

Amid a highly cluttered and competitive mobile app market in China, Google Translate succeeded in driving downloads of its app and increasing brand awareness.

Campaign details

Brand: Google TranslateBrand owner: GoogleAgency: PHD ChinaCountry: ChinaIndustries: Information techonologyMedia channels: Mobile & appsBudget: 500k - 1 million

Executive summary

Google is a challenger brand in China, with almost no presence in 'search' results and wide-reaching restrictions on most of its global products.

This paper charts the story of how we navigated intimidating odds to create rapid downloads of the Google Translate application – an app with relatively low consideration, stalled at fourth place in language translation services.

The solution adopted a smart, tech-enabled approach,...

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