- Capture the culture of consumers in a visually immersive way to better connect our teams to the people we're building for.
- Learn about the nuance of daily life in diverse parts of the world, and get to know a few people that represent millennials in emerging markets.
Bringing important consumers to life
Google Product Marketing Managers were looking for a way to connect his team to insights and consumer research on how consumers use modern technology in emerging markets. He felt that video might be the most powerful and emotionally resonant format to bring the human stories to life.
Working closely with a Veed.me Project Manager from start to finish, the google team was able to quickly source expert filmmakers in wildly divergent locations – India, Brazil and Indonesia – and coordinate a cohesive visual language and narrative for the project.
From Google’s headquarters in Mountain View, the team, alongside Veed.me, were able to review and provide real-time feedback on the footage to his videographers on the ground, in part thanks to collaboration tools like Look.At (a Veed.me partner.) the mini-documentaries came together in a matter of weeks, at a fraction of the cost of using larger production houses or other research methods.
The documentary-style videos produced internally for Google replaced what would have been months of excessive focus groups, traveling and translation services. In its place were highly-polished, cinematic and authentic portrayals of how modern technology is changing life in these countries. The insights gleaned and shared in the films have gone on to inform product and marketing strategy in these markets.