You are the world’s biggest search engine, with a stated mission since your founding
20 years ago “to organize the world’s information and make it universally accessible and useful.” But despite your noble charter, your brand feels increasingly distant and algorithmic. How can you bring some humanity back to Google?
Such was the challenge that the search giant asked Godfrey Dadich to help them tackle in 2017. The answer was story. Nearly a million users a day land on Google’s “About” page to learn about the company. With such a captive audience on the page,
it is an ideal location to present editorial stories that showcase Google’s values—and put humans at the center. Godfrey Dadich would help Google shape an editorial strategy for the page that reached far beyond the usual “About Us” boundaries; we produced stories—in words, photographs, motion graphics, and film—with universal appeal that were accessible (no matter the topic), timely, relevant, and of the highest caliber.
Articles like this one about Google's commitment to renewable energy helped highlight the human faces behind the company's achievments.
We enlisted top-notch writers to profile people inside and out of the organization who were doing groundbreaking work in topics that were pertinent to the company, particularly around the areas of access, inclusion, and sustainability. The writings sought to maintain a global point of view with a forward-looking perspective, focusing on the opportunity and potential that we’re surrounded by and elevating the people, ideas, and discoveries that are delivering on technology’s potential.
Our stories featured engaging GIFs, photography, illustrations, animated infographics, and video. They garnered 544% more social shares than previous Google brand content.
Godfrey Dadich’s staff of award-winning editors, designers, and writers worked closely with the teams at Google to launch the initiative, producing numerous high-impact, wide-ranging stories that were dynamic and engaging. “How Scientists and Supercomputers Could Make Oceans Drinkable” explored how researchers may have the answer to removing salt from seawater—it’s all about the processing power. “The Hi-Res Future of Anti-Pollution Tech” demonstrated how Google Street View is mapping the way to cleaner air. “For AI, a Real-World Reality Check” profiled five pioneering female engineers who are diligently trying to diversify the ranks of those employed in artificial intelligence. For each piece, Godfrey Dadich created lively social media assets that Google could utilize across its many platforms to engage its massive audience.
The result jump started Google’s editorial storytelling capabilities, and was a powerful reminder that when brands tell narratives that reach beyond the confines of the company itself, everyone benefits.