2015, U.K.
Uncovered and connected with their next billion users.
Overview
Google enlisted Bow & Arrow’s expertise to uncover their 'next billion users' across the globe. With this brief, we launched a project to find out exactly who they were, and how Google could serve their unmet needs to grow their market share.
Context
The potential for exponential growth came from targeting higher education across emerging markets. By bringing Google emerging markets' trends, macro-economical context and regional nuances, a holistic strategy could then be deployed for large scale growth.
Process
Multiple teams travelled to selected developing markets; Argentina, Mexico, Philippines and Nigeria to study the local landscapes. We evaluated the role the internet plays in higher education by interviewing local education ministers, deans of universities, professors, ICT experts and students.
Whilst on the road, we transformed observations into insights, found shared global trends and defined regional distinctions - and presented our findings into tangible artefacts for the team back at home. As a creative lead, I directed and edited a series of videos that reflected the synthesis of our findings - an effective tool to draw support within the mammoth organisation.
Outcome
Our market visits served as one component to defining the emerging market strategy. Each stakeholder group we met played a key role in the integration process. And our work uncovered their importance, and solutions to overcome their unmet needs, paving a long road to level the playing field in education through the power of the internet.
