Google Campaigns on Emotion – Erickson Media


Google Campaigns on Emotion

Google Campaigns on Emotion

…because it works!

Did you see the NY Times article about Google’s advertising campaign which ran January 1? If not, you can find it HERE.

Two lessons for Radio in this:

  1. Google, one of the largest advertising companies in the world, understands they need to spend money advertising themselves.
  2. Even though Google is a data-driven company, they use emotion — not data — to sell Google products.

If we don’t make you cry, we fail. It’s about emotion, which is bizarre for a tech company.

That’s Lorraine Twohill, Google’s VP for Global Marketing, and while she wouldn’t reveal how much her company has increased its budget for advertising, she does admit the emphasis on emotion is a shift in strategy.

I don’t think it’s possible to have missed these most recent Google spots. I’ve featured each in previous posts last year…



Here’s the bottom line: It’s working. While Internet Explorer is still #1, Google’s Chrome has displaced Firefox as the world’s #2 browser, and it’s still growing.

Radio hasn’t recouped all the revenue that went away in 2007-08, but my sense is that things are more stable and predictable now than they have been in a couple of years.

While TV time later this year will be dominated by political ads, which are uniformly negative, an atmosphere so toxic it might poison any other ads able to squeeze between the slime, it is well past time for Radio to start selling itself again.

This spring is a perfect time to start.

Open your wallets. Take a page from the Google playbook. Tell a story. Use emotion, not data in your spot. Make me dance. Make me cry. Make me notice you.

Invest in growth, dammit!