Did Google Get It Right With This Google Drive Product Launch Video?

by 6 05/22/2012

Look out DropBox.  Here comes Google Drive.

In late April, Google launched Google Drive, a cloud file storage and sharing service that competes with the likes of DropBox.

As with most of their products, the launch was with little fanfare. No widespread use of television, radio or print.  No Google Drive billboards.

The news spread through Twitter and other social media channels and Drive appeared alongside the dozens of other services available from Google.

They also created videos, which were available through YouTube and on the Google Drive landing page.

We asked the Crazy Egg Marketing and Design Experts how effective the Google Drive landing page video is.

Here is the 60 second video and below are the responses from our experts, feel free to leave your opinion in the comments.

Brian Massey, Conversion ScientistGoogle defines their target audiences well: business people, creatives, consumer photographers and travelers.

They do not hit on any emotional points.

The ad is non-emotional and conceptual, a tough combination to make work. It’s not logical enough for methodical types, and not emotional enough for everyone else. A less conceptual ad would have shown the product being used, not moving boxes. By contrast Apple ads are emotional and specific, often highlighting one feature.

This should be four commercials pinpointing each audience.

~Brian Massey, Conversion Sciences

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Naomi NilesThe benefits are clearly stated and the animation makes it easy to understand conceptually. I think this is a good introduction for people who are still not familiar with how working in the cloud works.

The only comment that I’ll make that I think they could have done better is to make the URL at the end bigger and letting it stay a few seconds longer. Perhaps they solved this by placing the URL underneath the video on YouTube or elsewhere, but if I was copying it by hand, it would have been frustrating.
~ Naomi Niles, ShiftFWD

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Demian Farnworth, The CopybotI’d say they did a pretty good job. The only thing I would add is something on how they are different than DropBox. Like “We are free no matter how high your storage capacity gets.” That will differentiate them from DP immediately.


~ Demian Farnworth
, The Copybot

 

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Sofia Wood, Shortie DesignsWhat Google is doing particularly well is playing on our desire to have the digital bi-products of our day to day lives accessible at all times, no matter where we are or what device we’re on.

The notion of cloud syncing and collaborating is not new, however Google packaged this up so well in this trailer through the use of white space, digital iconography and colour.  I must say, I certainly feel compelled to go check it out!

~Sofia Woods, Shortie Designs

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Angela Jones, Design By Ange.laThis is a great introduction video because it explains the offering simply, but most importantly appeals to all audiences quickly and efficiently. Anyone, from a soccer mom to a web developer to my grandpa could relate to the benefits of Google drive as they’re explained by this quick, to the point video. Great execution!
~ Angela Jones, Design By Ange.la

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Robin Cannon, Shiny Toy RobotsThis is very simple and very easy to understand. It demonstrates that Google Drive is accessible for everyone, is very user-friendly, and safe. The video keeps things very minimal, with no additional distractions, and is very strong in maintaining the overall Google brand image.

The only issue I’d have is that it doesn’t really differentiate the product from similar offerings. Yes, it’s very clear what Google Drive does, but why is it better than the alternatives?
~ Robin Cannon,
Shiny Toy Robots

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David Hartstein, Wired ImpactOne of the strongest elements of this introductory video is Google’s use of examples that resonate with the viewer.  They mention situations we’ve all been in.  Whether it’s having a file that’s too large to email or preparing a presentation at work, I can immediately identify with the scenario since I’ve been there.  And while the video doesn’t tell me exactly how Google Drive will solve these problems, it makes it seem as though this service provides some solutions that could be beneficial to me.

Such a user-centered approach works on many fronts, from videos and images to website copy and social media content.  Google shows with this video that their service is aimed at solving the problems their user’s are facing.  If you can quickly show users you understand their problems, there’s a much better chance they’ll actually listen to your suggested solutions.

~ David Hartstein, Wired Impact

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Absolutely 10/10 for Google Drive. The voice over, the color, the copy, it’s all perfect.

I like how it’s written as if I already have this product. They’re not selling me something, they’re telling me that they’ve added it to the services I already have, that they’ve anticipated my needs and solved my problem without me even having to ask.

There’s no need for a “Try it now!” or “Hurry and buy now!” because they’ve given me a sense of longevity and stability which is exactly what I’ll be looking for in a product that claims it can hold all of my digital stuff.

I love the colors, the simplicity, the message, the friendliness. I think this is an amazing video and considering that after watching it I went straight to the Google Drive site to activate mine, it works like a charm.

~ Erynn Brook, Urban Avalon

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The first thing Google does well is illustrate the types of situations where people can use Google Drive. The pictures of a computer or tablet in different suggestive scenes helps to communicate the message of where and when this service will come in handy.

Google also does a good job of showing how easy the service is to use. People love the simplicity communicated from “drag & drop” so Google does well to use that phrase to describe Google Drive’s ease of use. Overall this is a visually appealing video that effectively communicates the benefits of Google Drive. It’s simple, effective, and well done.
~ Joseph Putnam,
5 North Marketing

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Sherice Jacob, iElectrifyThe video commentary is really well done. It explains exactly what Google Drive is and how it works.  Unless you use Google a lot, you might not make the connection that the last frame is showing their logo (it probably should morph into that so visitors make the logo-service connection).

I’d also close the video showing the user how to start by saying “Go to ….. to sign up free” and having that large call-to-action button there, or having the video automatically go there at the end rather than showing other videos.

About 

Russ Henneberry is the Editorial Director at Digital Marketer. He's worked on digital marketing projects for companies like CrazyEgg, Salesforce.com and Network Solutions. You can connect with Russ on Twitter, LinkedIn, Google+ or on his blog.

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6 COMMENTS

Vikram

Mantra should have been “Store it forget it” .Agree with Demian Farnworth, The Copybot

May 22, 2012 Reply

Andrew Angus

Right away I compare this video to the Dropbox video because of the similarity of the product but also because the Dropbox video is so successful. In comparison I think the Google video falls short.

The story and visuals in the Dropbox video use metaphors that connect this new idea to things people can understand and relate to. For example the Dropbox videos reminds you that forgetting files, is like forgetting your keys and we can all relate to that. Using metaphors is key to success in video because it is based in great storytelling and brain science.

My company has produced more the 300 of these videos and we have studied the brain science. The long and the short of it is that offering metaphors and drawing on the viewers’ previous experience helps develop connections in the brain. Relating our clients product or service to everyday events or familiar situations helps to facilitate these connections, resulting in a greater understanding of the topic at hand.

Andrew Angus – Founder and CEO – http://www.switchvideo.com

May 23, 2012 Reply

    Russ Henneberry

    Great stuff Andrew. Thanks for lending your expertise! Perhaps the chronology comes into play here. Does the content of the video change for Google because Dropbox has largely educated the market about the benefits of a file sharing service like this?

    May 23, 2012 Reply

      Andrew Angus

      That is a good question Russ and I thought about addressing it. Dropbox is still a very niche product that is well know by you and I but virtually unknown by the mass market that Google is targeting. I think that using metaphor is just as important now for Google as it was for Dropbox when they launched.

      For example I never watched the Google video before I started using Drive. I already got it so there was no need to watch the video since I already know Dropbox. The video needs to target those that don’t know Dropbox and to do that well you need to connect to things I already know.

      What do you think?

      May 23, 2012 Reply

        Russ Henneberry

        Well put. Google doesn’t just target the tech-heads. As you have laid it out here, I would have to agree. The video wasn’t aimed at you and I. It was fancy and it did a great job maintaining the Google branding but I’m not sure (if I wasn’t a tech head) I would have understood it. It’s definitely a tough technology to describe without just showing it working its magic.

        May 23, 2012 Reply


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