Google Assistant

I served as a lead for the Google Assistant CRM program.

Over 1 billion products are Assistant-enabled. The newsletter went out to 22 global markets and reached 200 million users monthly to educate them about key Assistant features in ways that were strategic, meaningful, and entertaining. Through the years the program saw engagement, open rates and usage of key features skyrocket.

The newsletter was highly modular and versioned to test data-driven hypotheses and precisely target audience segments. Tailored comms to new segments resulted in a +745% increase in new feature adoption and 12% increase in weekly product usage.

The newsletter also enjoyed a better than average open rate near 30% thanks to our smart and experimental approach.

Being a veteran of the brand I was proud to lead this program: compounding all strategy, direction, brand knowledge, art and copy into one harmonious newsletter month after month.

Creative Direction
Email
Illustration
CRM

Experiments, testing and delight

We routinely tested pieces of the newsletter to identify the best performing designs and deploy them for future issues. We repeated this process to ensure the most refined product was delivered every issue.

We also didn't forget to have fun and try to bring in touches of animation when we could to surprise and delight our readers (and to increase clickthrough rates, of course).

Evolution through the years

The Assistant CRM program was the largest and longest-running Google program at the agency and I'm proud to have stewarded it through its many different visual identities and global localizations.