Official Canada Blog
News and notes from Google Canada
How do we Think Brand in a new, digital world?
Monday, May 12, 2014
At Google Canada we see our job as helping brands understand digital as it continues to redefine marketing. With that goal in mind, we organized our first ever Think Brand Week to
inspire marketers and agencies to think about today’s iconic brand building and what’s possible through digital tomorrow. The best brand building isn’t online or offline; it’s an integrated story that
connects with Canadians, catalysing them to
think and do.
Last week, we hosted 800 marketers to discuss some of the most pressing issues facing the industry. We hope this is just the beginning of how we can collectively
#thinkbrand
and create advertising that is immersive, engaging and meaningful for Canadians.
Humanizing Digital, Abigail Posner,
Head of Strategic Planning, Google
Posted by Fab Dolan, Marketing Manager, Google Canada
YouTube Canadian Collab Program videos are in!
Friday, May 9, 2014
What happens when one super talented Canadian YouTuber gets together with another super talented YouTuber? That’s what we wanted to find out. Earlier this year following our
Canadian Collab program
we teamed up with a
group of motivated and talented Canadian creators
to collaborate and make some video magic happen.
The videos made us laugh, they made us dance and sing-along, and they made us think. Check’em out for yourself:
Andrew Hunt (
andypandy311
) and Andrew Gunadie (
Gunnarolla
) have created a '
Party Anthem
' for people who hate partying. The short club banger of a song talks about all the benefits of staying in and having a nice bubble bath, verses standing around in a hot/sweaty dance club all night.
Feathers get ruffled as Aaron and B (
Marblemediakids
and
Themfridayrants
) recreate the game
Them Fine Feathered Frenzy's
. Will the two impress Judge Masa and transport their eggs successfully across a homemade obstacle course? Or will they crack under the pressure
"
NEthing Reviews
and
Fun Time Internet
will be debuting their collaboration — Tubenight — in a week-long extravaganza from May 5th to 9th. Hosted by Nick and Elliott from
NEthing Reviews
, Tubenight is a late night talk show featuring interviews with and musical performances by prominent YouTubers. Joining Nick and Elliott will be the hilarious and opinionated Shimmy, VFX wizard
Yung Lee
and indie rockers
The Elwins
. Be sure to check out the NEthing Reviews channel for all the tubey goodness!"
Aaron and B
get the surprise of their lives
when Judge Masa from their favourite show Japanizi: Going, Going, Gong! magically appears. The pair tries their best to recreate Lobster Mouse Chopstick Fun, with what they have in Bareket’s basement, all in an effort to get Judge Masa to say “OKAY!”
NEthing Reviews
and
Fun Time Internet
will be debuting their collaboration —
Tubenight —
in a week-long extravaganza from May 5th to 9th.
Hosted by Nick and Elliott from
NEthing Reviews
,
Tubenight
is a late night talk show featuring interviews with and musical performances by prominent YouTubers. Joining Nick and Elliott will be the hilarious and opinionated
Shimmy
, VFX wizard
Yung Lee
and indie rockers
The Elwins
. Be sure to check out the NEthing Reviews channel beginning May 5th for all the tubey goodness!"
Aimee Davison of
OneHundredJobs
and Jonathan Lahue of
JustEyeballIt
, who both star on
WeWareYTube
teamed up to make
a parody about the backlash against the millennial generation
; as well as an
animated dream
showing the endless creative potential of green screens.
A shout out and thank you to
Pie In The Sky Studios
for being such a great resource, this would not have been possible without your participation. Don’t forget collaborating is the best way to grow your channel and your audience - so reach out and make friends with your fellow YouTubers.
It’s no surprise that when you want to find some great Canadian talent …. you’ll find it on YouTube.
Posted by Sari Katz, YouTube Canada, recently watched
Daniela Andrade
Get to know a Canadian YouTube Star: RachhLoves
Wednesday, May 7, 2014
Editor’s Note: Today’s guest blog post is from StyleHaul Network creator
RachhLoves
who turns to YouTube to share her love of makeup, fashion and life, engaging more than 350,000 avid fans and subscribers. This is the third post in our week-long Think Brand series.
Q: How did you get started on YouTube and why?
A: My first job out of school was in CPG marketing, and I was living in a new city by myself. I enjoyed experimenting with makeup, and I remember one day heading to Google to search for a celebrity makeup look and finding a YouTube video demonstrating how to replicate the look. From there I was hooked on this blossoming community of girls who shared my passion for all things beauty and fashion. I went from commenting on others’ videos to
creating my own videos
as a fun hobby, to joining the
StyleHaul
network and growing my channel. I’ve been blessed that it took off from there.
Q: What makes YouTube an ideal space for the fashion and beauty industry?
A: The beauty of YouTube is the cycle of engagement between the video creators and the audience. In the fashion and beauty industry, YouTube takes the hot trends and the classic styles that used to be a one-way monologue from magazines and runways to consumers and turns them into a dialogue. When I make a video,
I get feedback from my subscribers
about how they wear the style that I shot, which gives me ideas for the next video style becomes more accessible, familiar and fun!
Q: What do you look for in brand partners?
A: The most successful partnerships I’ve enjoyed have been with brands that value creative collaboration and shared pursuit of goals. Brands that are adept at
working with creators
view a partnership as a dialogue and make excellent use of the knowledge and experience I have in the space. YouTube viewers are discerning and value authenticity. Brands that want to shoehorn a TV commercial into a YouTube video are missing out on the real opportunity that exists in the medium and risk alienating often will alienate viewers both from the brand and from the presenter.
Q: Why do you love creating original content online?
A: I loved studying marketing and chose it as a career coming out of school because I love understanding the dynamic between a presenter and an audience. The difficulty as an impatient young marketer was that everything seemed to move slowly, from my perspective! As I started out in the YouTube space, every video felt like a campaign and the feedback was instant. The constant iterations allowed me to try new things and be bold. I still love that dynamic, and with the added collaboration with the StyleHaul network I never get tired of learning from my subscribers and fellow content creators better.
Q: How has your channel changed over the years?
A: While the main themes of beauty, fashion, and lifestyle have been the same, the milestones in my life over the last five years have had a direct influence on my channels. Since starting on YouTube, I got
engaged
, got married, moved several times, and
welcomed our daughter into the world
. Having my subscribers along for the big events in my life has been a joy and I have tried to use those moments to encourage, support and entertain them as they go through similar times.
Posted by Jennifer Kaiser, Google Communications
Taking a look inside mom’s shopping cart
Tuesday, May 6, 2014
As Mother’s Day approaches,
searches for ‘Mother’s Day gifts’
are on the rise, suggesting that Canucks need some help picking out a special something for a special lady. To help demystify the rockstar that is mom, Google Canada and IPSOS Reid recently surveyed Canadian moms on their purchasing habits when it comes to cosmetics, hair care and skin care. The survey, ‘Inside Mom’s Shopping Cart,’ reveals significant differences in the purchasing behaviour of mom based on her age, her kids’ age and where she lives.
Moms are loyal
Moms on average spend $956 annually on beauty products. It looks like picking out a Mother’s Day gift may be easier than you think. Our survey reveals that when it comes to cosmetics, skin care and hair products, Canadian moms know what they want. Before making a purchase, moms only consider 1.6 skin care brands, 1.7 hair product brands and two cosmetic brands, demonstrating their extreme beauty brand loyalty. Chances are mom’s brand of choice is already part of her collection!
Moms buy quickly
When it comes to buying beauty products for themselves, moms take one to three days to make decisions. They’re the quickest to purchase hair care products, taking only 1.3 days to make a decision, while the purchasing cycle for cosmetics and skin care is slightly longer at 2.6 days.
Moms are technophiles
Moms are a tech-savvy bunch. Sixty-seven percent of moms use smartphones and 47 per cent use tablets, so it’s no surprise they turn to the web for product research. What is one of the most popular resources among those who use the web for product research? Online video! Moms watch an average of 3.8 online videos to help with each cosmetic purchases.
The survey also reveals some key differences in the ways mom buys beauty products depending on...
Mom’s age…
The Millennial mom
(ages 18-34) dedicates an average of $64/month on beauty, spending the most on skin care. They’re also the group that watches the most online videos before making a skin care purchase.
The Gen X mom
(ages 35-49) has a slightly larger beauty budget of $69/month. Like their younger counterparts, Gen X moms spend most of their beauty dollars on skin care.
The Boomer mom
(ages 50+) spends the most on beauty per month at $83, most of which goes towards skin care products.
The age of her kids...
Moms with
kids under six years old
spend the least on beauty annually. Those with youngsters spend $625 on beauty products per year.
It looks like as the kids get older mom’s beauty budget gets bigger. Moms with
kids 6-17 years old
spend $895 on beauty products annually.
Once the kids move out moms have more room to treat themselves. Moms with
kids 18+
spend
the most on beauty products annually at $987.
Where she lives ...
Moms living on the Canadian coasts prefer to go au natural.
Ontario moms spend the most on beauty annually
at $1,015 per year, followed by
Quebec moms
who spend $800 on beauty products per year.
West coast moms
spend $775 on beauty products per year and Atlantic moms spend $555 annually.
Across the board,
moms spend the most on skin care
with the exception of
Ontario and Western Canada moms who spend slightly more on cosmetics
.
Mom’s location affects her loyalty. Moms on the
West Coast are the least brand loyal
and consider the most brands before a purchase.
Quebec moms are the most brand loyal
.
And while Mother’s Day shopping is in full swing, don’t forget about Dad! That’s right,
searches for Father’s Day were much less than those for Mother’s Day last year
. A trend we’ll see again? Time will tell.
Until then, happy Mother’s Day!
Posted by Zahra Kanji, Google Canada
Music to our ears! Google Play Music comes to Canada
Monday, May 5, 2014
First, there were apps and games. Then books. Followed by movies and magazines. And now... music!
Starting today, Google Play Music will be available in Canada! Google Play gives you an unlimited pass to 25 million songs on all your devices — from all the major record companies, as well as top local and independent labels.
Google Play Music lets you create an ad-free, interactive radio station from any song or artist you love. You can add, remove or re-order your station and see what’s coming next. Or you can browse recommendations from our expert music team and explore songs by genre. The “Listen Now” tab puts artists and radio stations we think you’ll like front and center so you can start listening the minute you open your library.
And when millions of songs just aren’t enough, Google Play Music lets you combine our collection with your own collection. You can store 20,000 songs for free online, and listen to them alongside the All Access catalogue on any Android or iOS device, or via the web at
play.google.com
. You can even “pin” specific albums and playlist songs so they’re available when you’re offline.
You can try it today for a special launch price of $7.99 a month and you get the first 30 days free. Regular pricing for those who sign up after June 30 will be $9.99 a month with the first 30 days free.
With today’s launch, Google Play becomes your ultimate digital entertainment destination, where you can find, enjoy and share your favourite apps, games, books, movies, magazines and music on your Android phone or tablet.
Start discovering a whole new world of music today!
Posted by Paul Joyce, Product Manager for Google Play Music
Building Brand in the Digital Age
Monday, May 5, 2014
Editor’s Note: Today’s post is authored by Marie Josée Lamothe, Google’s Managing Director of CPG and Branding for Canada and Managing Director of Quebec. This is the first post in our week-long Think Brand series.
Great brand marketing moves people. And in doing so, it moves business.
In 1971, Coca-Cola ran a television spot featuring a diverse group of young people on a hilltop. “I would like to buy the world a Coke,” they sang in harmony. “And keep it company.”
Released at the height of the Vietnam and Cold Wars, this sixty second commercial elicited a heartfelt response from an anxious global audience. The company received more than one hundred thousand letters. The song was a top ten hit. “Hilltop” would become a defining campaign for one of the most recognizable brands on the planet.
Some things don’t change. Today, successful brands make those same emotional connections with the consumer. But what has dramatically shifted is the media landscape and how consumers in this digital age make those same connections. Television, the medium behind that great Coke ad, remains very relevant today but is no longer the dominant brand platform, as Canadians now consume more digital media than ever before, surpassing TV. More importantly, consumers have embraced the interactive, immersive and connected
multi-screen world
. And the brand aiming to ascend this generation’s Hilltop understands the opportunity the digital landscape presents.
Digital Builds Brands
The most successful brand marketers are the ones who design campaigns with the web in mind from the outset - they recognize that their audience is increasingly online and that the digital canvas is one that is boundless and immersive. An innovative and amorous example is the
Burberry Kisses
campaign from the British fashion house, which allows you to send a message around the world and to seal it with an actual kiss.
Burberry connects brand and consumer with a virtual kiss
A 'Kissable' display turns advertising into an intimate interaction that doesn’t feel like traditional marketing. The campaign created an emotional connection between the brand and the consumer and captured the romantic view of the world that threads its way through the British brand. Whatever a brand’s development priorities might be, digital allows for finely tailored community interactions, be they educational, retail driven, or even a whimsical virtual kiss. For someone in the marketing business, this equates to CRM gold.
One to One
Effective brands no longer rely solely on broadcasting to the masses, but interact directly with individual consumers. When I think of the potential to make that personal connection, I’m reminded of a tune by Arcade Fire, a band from my hometown of Montreal. In collaboration with digital artist Chris Mill and Google’s Data Arts team, Arcade Fire built a beautiful digital artwork that connects one-on-one with every user.
The Wilderness Downtown
uses Google Street View to create a music video that revolves around the neighborhood where you grew up. It’s a powerful and intimate moment that no broadcast medium could ever achieve. It’s a project that builds brand awareness in a fun, accessible way that’s true to the DNA of the brand - or band, in this case.
Data and the Golden Age of Marketing
Digital offers marketers a new canvas for crafting deep and engaging brand stories in an accessible manner. But the real potential of digital isn’t just in the creative possibilities, it’s in the data. Driving every effective campaign today is the technology to zero-in on the right audience for the brand. Campaigns can be tweaked in real-time, TV spots can be tested and honed on YouTube, and marketers can move quickly to capitalize on trends, insights and consumer behaviour which can only be found online. Digital allows brands to link all their touch points from retail, to e-commerce, to CRM, to communication platforms in one relevant brand ecosystem. For brands in search of their own ‘Hilltop’ moment, digital is helping lead the way, connecting the right consumer to the right message, at the relevant time and place.
Posted by Marie Josée Lamothe, Google’s Managing Director of CPG and Branding for Canada and Managing Director of Quebec
Summer 2014 Google Community Grants - Apply Now!
Thursday, May 1, 2014
Attention Toronto, Waterloo, and Montreal nonprofits! Google Canada is excited to announce our summer round of Google Community Grants to help fund organizations working on projects that support Science, Technology, Engineering, and Math (STEM) education for underrepresented communities, internet adoption, online safety or greening our communities.
The application for community grants is currently open with an application deadline of June 30. Google community grants are intended for local nonprofits and public schools, so if your organization has a project underway in one of the areas listed above please remember to submit your application online through one of our three Community Grant Programs:
Google Toronto Community Grant Application
Google Waterloo Community Grant Application
Google Montreal Community Grant Application
Through our Google Community Grant Program we have had the opportunity to fund a range of initiatives including a digital divide program launched by North York Community House in Toronto as well as an after school program managed by Pathways to Education Canada in Quebec. When evaluating proposals, impact matters most. We’re looking for projects with a measurable impact in the community, where Google’s in-kind or volunteer resources may help maximize the impact, as well as your organization’s track record on related programs.
Please keep in mind that in order to be eligible for the Google Canada Community Grant Program the organization must be a registered Canadian charity. If you believe your organization fits these guidelines, please submit your proposal today using one of the links above.
Posted by Lauren Skelly, Google Public Policy and Government Affairs
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