If you are looking for Russia beyond Moscow & St. Petersburg you won’t find much in the media. To fill this gap, inspire a new spirit of national pride & earn local love Google Russia created “Beyond the Capitals”.
We set out to identify, map and celebrate Russia’s most fascinating unknown doers and thinkers. Then invited the Russian people to discover them on Google Maps via Google Search.
Поставленная задача и ее решение
Worldwide, Google is king of search, with 92% market share. In contrast, Yandex is virtually unknown, with less than 1%–except in Russia where it’s long been a favorite local search engine. While Google market share has grown in the nation’s largest capital cities, gaining awareness and loyalty of people throughout Russia’s vast territories has been difficult.
Достигнутые цели и KPI по итогам запуска
Significant market share growth for Google from April-November, 2017.
24 million+ non-Google users reached and engaged through the campaign.
IMPROVED IMAGE AND PERCEPTION
6% increase by consumers surveyed in their reported intention to “use Google Maps more often.”
Two key regional governments officially supported the project.
2,000+ citizens applied and 600 “pinned” on Google Maps from 600+ Russian cities and villages.
1,100+ positive earned media articles generated, including 40+ TV news stories, and 65+ positive radio spots, resulting in a total reach of 3.4 billion people.
30+ influencers and bloggers posts reached 13 million+ combined followers.