This month in the UK, Google is launching its first-ever campaign to promote B2B search.
“Find What Matters” is a two-month initiative, and was intentionally designed to feel like a B2C campaign to create enthusiasm and excitement for using search in a media plan. As NetImperative reports, the campaign will run on social, as well as on YouTube, display, search, out-of-home and print media.
“The things that are most useful in life we often take for granted. Like with running water or electricity, it’s easy to forget about the remarkable, complex system that brings you what you want when you turn the tap or hit the switch,” says Gemma Howley, search lead at Google UK & Ireland. “Search is the first digital utility—an incredible tool that allows people to cut through a noisy and cluttered world and find what they are looking for, wherever they are.”
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The campaign is aimed at marketers and media planners, says Rey Andrade, deputy creative director at 72AndSunny Amsterdam, which created the campaign. “We chose to focus on the magic of search and simple human moments with everyday users.”
Those moments—as featured in the ad—include everything from finding the best ice cream nearby or the right tool to smooth out cake icing to sports tickets or what the weather will be at a vacation destination. The voiceover explains why these little moments are important to B2B marketers: “Search is where your customers find what matters to them, so it’s where you can find what matters to your business.”