Google Chrome’s ‘The Web is What You Make of It’ video received positively, but sentimentality takes focus off functionality

Google Chrome’s ‘The Web is What You Make of It’ video received positively, but sentimentality takes focus off functionality

The first video in Google Chrome’s ‘The Web is What You Make of It’ series on Facebook shows marketers that whilst sentimental and emotionally charged videos can be received positively by consumers, they can take focus away from a product’s functionalities . Whilst Facebook users respond well to Google Chrome’s “lovely” video, a comparison with Mini’s product-driven videos and Family Photo Contest shows that less emotion can help drive more product discussion.

Google Chrome has started to showcase a series of films as part of its ‘The Web is What You Make of It’ campaign on its Facebook page. The first, ‘Dear Sophie’, features a father using Google’s web services to document the early life of his daughter, in the hope that she can then look at it in later life. This sentimental and emotional video, however, contrasts to parts of Mini’s Facebook strategy, where videos are void of such a strong emotional focus. Moreover, Mini also utilised a family theme in its Family Photo Contest, where users were encouraged to take pictures of their family, friends and pets with the Mini Countryman car.

WaveMetrix social media analysis shows that whilst Google Chrome’s creative is received well by consumers, it fails to generate the same level of product focus as Mini’s videos and Family Photo Contest. Driven by the emotional and sentimental theme of the video, consumers focus more of their discussion on the “lovely” video, rather than discussing Google’s web services. Conversely, Mini’s content leads consumers to discuss products more, with consumers saying they “want” a Mini Countryman and that the Mini Rocketman concept is “brilliant”, suggesting that emotionally charged videos may not be the best way to engage consumers around products.

Consumers are positive towards the ‘Dear Sophie’ video:

Consumers are positive towards the ‘Dear Sophie’ video

  • Consumers focus most of their discussion on the video itself: The majority of engagement is driven by consumers discussing the “lovely” video. Consumers are positive, saying they find the idea behind the video “beautiful” and “adorable”
     
  • Some consumers discuss Google's products, though are mixed: Driven by the use of Google Chrome and other Google products in the video, some consumers discuss Google's services. However, they are largely mixed, with some praising Google Chrome as the "best of all browsers", whilst others describe technical problems they have experienced with the browser

The sentimentality of Google Chrome’s creative prohibits a higher proportion of product discussion:

The sentimentality of Google Chrome’s creative prohibits a higher proportion of product discussion

  •  Google Chrome drives a relatively low proportion of product-related discussion: Around a third of responses to the ‘Dear Sophie’ video on Facebook are around Google Chrome and other Google web services. Led by the “beautiful” and “touching” video, the majority of posters choose to discuss the creative itself

  • Mini's strategy drives a larger proportion of product discussion: Devoid of the same degrees of sentimentality, Mini's videos and Family Photo Contest drive much higher levels of product discussion. Whilst some consumers discuss the "cute" characters in the Family Photo Contenst, the competition and Mini's videos drive the majority to discuss Mini's cars

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