ABOUT

Google has a loyal audience in Gen X and Gen Z, but these groups are dismissive of Chromebooks in the mid-tier laptop market. They “grew up” with Google and think of Chromebooks as the low-powered laptop from their school days. We needed to change this perception and elevate the story of the newly positioned and re-engineered Chromebook Plus as a more premium option – upending the expectations of what Chromebooks have delivered in the past.

When the Chromebook laptop first launched, it promised users access to the world at an affordable price. However, the lower price point inadvertently negatively affected sales and impacted Google’s goal to enable users to “do more than they could.” Within tech, consumers have become conditioned to believe that a cheaper price point reflects an ineffective product. Consequently, consumer use of the Chromebook had narrowed, being adopted primarily in education by kids or as a transitional laptop used for specific tasks. With over $8 billion spent yearly on low to mid range laptops, our challenge was to launch the new Chromebook Plus and grow share of the mid-tier market by changing user perception and reframing the meaning of ownership.

Our vision came to life through a cohesive campaign that launched Chromebook Plus in 15 markets, aiming to change the perception among the target audience of Chromebook as the “low-powered” laptops they knew from their school days. Our strategy and UX teams began with extensive research and extracted thematic insights that helped guide the strategic direction.
When putting the research to work, we had three objectives:

1. Put the user’s needs front and center, empowering them to explore the features and experiences they care about.
2. Let the technology speak for itself by placing the numbers where they were most visible – and clickable.
3. Create delightful imagery that elevates the Chromebook image and injects a little Google magic.

By leveraging the features of Chromebook Plus, we created a scrolling experience that takes the user on an inspirational and informative journey about life with a Chromebook Plus. Along the way, we invited users to dive into the details and explore features and experiences they care about, showing them that with Chromebook, they can do more than they ever thought possible. In the end, our approach would elevate the brand, enhance product education, and streamline the path to purchase.

Overall, these efforts marked a highly successful introduction to a new product category that evolved the design and brand presence of Chromebooks. In its first month, the engagement rate soared and there was a surge in total clicks directed towards retailers and OEM partners.