Google Fiber

good things come

Across multiple city launches, I worked with the Google Fiber marketing team to launch their revolutionary high-speed consumer internet service. But with multi-year build-outs and an unconventional service model, how do you get people excited about a product they can't yet experience? 

CELEBRATING OUR NEIGHBORHOODS

In Austin, Provo, Raleigh-Durham, and Nashville, we stood out from the establishment by putting a local spin on marketing campaigns – for example, working with local artists to design t-shirts and installer vans. 

the waiting is the hardest part

Over email, social, and website content, we balanced exciting 'coming soon' messaging with realistic transparency on construction progress and anticipated availability. 

selling connection

And once customers were eventually eligible for service, we translated technical product benefits about bandwidth and upload speeds into broadly accessible headlines – seamless, immediate, and designed for today's households. 

teleportation?

Lastly, we tried to keep a sense of humor about ourselves – developing an April Fools' Day narrative about using Fiber speeds for teleportation.  

CREDITS

Produced by Blue State Digital for Google Fiber.

Concepting & creative direction: Chris Royalty
Design: Jenna Steely, Rob Laliberte
Copywriting: Missy Kurzweil & Jackie Cheng
Account management: Ben Murray & Alex Kracov