Hands in the kitchen are busy (or messy) so just say “OK Google” (creative strategy)
The Google Home + Tasty integration puts over 3,000 recipes just one “OK Google” away.
The brief: Increase market share of the Google Home assistant in a way that maintains and spotlights its technology.
The problem: Amazon Echo is the elephant in the room, and Google’s Home product wanted to gain an entry point into our audience through its technical advantages at the time, like the screen.
The strategy: Studies showed many in our audience used smart assistants specifically in the kitchen. We felt this was a clear way in, and created content around the fact that you could speak to Home and use your hands for the important part - cooking! Coupled with our food brand Tasty, this was a huge opportunity to create a real partnership. Our task was to proactively bring this to the UK market and capitalize on our successes at home in the states.
The execution: We successfully integrated the Tasty app into the Google Home interface, then created a video series to highlight the product. Users were shown the typical Tasty top-down video, but with Google Home integration throughout, including the “OK Google” prompt. We extended this vision into the UK market shortly after.
The result: The Tasty app was featured on various Android and Google blogs as one of the top must-have apps for the Home, and our combined video views across the Tasty + Google partnership is well into the millions, and still counting.