I couldn’t believe it, really. I was sitting on my couch, watching old-fashioned, over the air TV (something I rarely do) when I saw it.
I looked up, and there it was.
It was nearly perfect, in my humble opinion, anyways. Afterall, the commercial was made specifically for me, so it makes sense I thought it was perfect.
The tone, the images, the sense of reality all drew me in immediately. The music was perfect- the tone was eerily moving and capturing. I wanted to know more.
And as I continued to watch, cognizant that time was elapsing, I became weary- this is really a commercial? It’s so long, no way they would pay a network millions of dollars just to get me to watch this.
Commercials are supposed to be 30 seconds, maybe 60 seconds. But this commercial was 2 minutes- an eternity!
How did I know it was specifically for me? It was obvious. I was so intrigued by all the clips, the storytelling, and way it was put together.
But also the way it stopped me in my tracks, there was no way this was not for me.
I was sitting on the couch next to my wife, and she knew it was just for me, too. She saw how I reacted and wanted to know what I was drawn to so much. And she was impressed.
I captively waited until the end, so I could see who made this incredible piece of content. Whoever it was, I wanted to know so I could brag to all my friends, and remember this brand and be loyal to them. After all, they cared about me. I should return the favor.
It was Google.
Google! Wow, I’m impressed.
Here’s the final edit:
But here’s the thing:
You probably connected with it pretty well, too, huh? It’s that good.
You probably think they made it just for you.
You say, they didn’t even shoot a single frame themselves. They used UGC for the entire piece.
You might see this and think- this is standard, par for the course, everyone felt like this in 2017. Everyone felt the same way about the natural disasters and political atmosphere.
Everyone feels this way.
You might be right, but that’s not what’s important.
The fact that Google made a piece of content that connected so well with an individual is the point.
They narrowed it down to an audience of one. Not 24-40-year-old males with a college education living in the US.
Yes, I fit in that demographic, but I’m not a demographic. I’m a human.
There are plenty of others just like me. And when you care about who your audience is and care how you connect with them, you care about why that matters.
And that’s the difference.
Discovery and defining your audience is the most important step. Focus on one, and hope that one likes it or even loves it. The rest will take care of itself.