GOOGLE: HACK YOUR LIFE
Research-based creative for an under-served audience.
The opportunity
Google came to Refinery29 to more deeply understand why women were not using the Google Assistant. We created a focus-group of our most engaged readers to inform the content strategy and product roadmap.
The work
The program started with research. We brought together a panel of R29's most engaged readers to tell us in what areas of their lives they'd want a digital assistant and why they weren't using the Google Assistant. From these panel discussions we got two main insights: R29 readers wanted digital assistants to help out around the house and to help achieve their wellness goals.
Next, we brought together 25 women to use the Google Assistant and give us real-time feedback about what they liked and didn’t like about the product. The Google team took the insights from these sessions to begin reshaping the assistant to be more useful to women.
After our research phase, we created content on-site and social.
The results
By starting with research, we were able to create a strategy different from anything Google had tried before and managed to engage millions of women with genuinely useful content.