Google sought out Epsilon’s assistance in designing a campaign that specifically targets inactive users of the Google Play Store.
CHALLENGE: Many Android and Google users have the Google Play app installed on their devices but have admitted that they do not actually interact with the app beyond the occasional app purchase/download. Google’s initiative was to make Google Play a comprehensive digital experience where the user goes to for all his/her entertainment needs from digital books, binge watching their favorite shows, or catching a newly released film.
APPROACH & SOLUTIONS: Epsilon’s data centric foundation allowed us to design a campaign around the user’s interests. Based on his/her interests gathered through their interactions on various Google platforms, Google Play would be able to curate and surface content that the user would be more inclined to purchase through the Google Play store.
Digital ads on the web and social media experiences were a given. We also designed an experience using Augmented Reality-integrated bilboard ads in the real world, as well as geo-targeted ads depending on the user’s location.