Today’s consumers live online with their mobile devices. While online, they all experience countless moments that matter to them. These online moments create “signals” of what a person wants or needs. The challenge for brands is to re-think how to take advantage of these audience signals.

1. Influencing Online Touchpoints
in the Customer Journey
Devina Mahajan - Google Online Video Specialist

2. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential

3. Proprietary + Confidential
per day
At bus stop, listen
to new music playlist
8:30am
Buy new bag to
take to Adele
11:15am
Browse festival
styles on YouTube
7:15pm
On bus, check email
for sales this weekend
5:29pm
At lunch, play Scrabble
while waiting in line
1:33pm
Use flashlight app to
find dropped earring
11:09pm
Use maps to get
directions to
Creole food truck
1:13pm
At work, book Adele
tickets
11:36am
Wake up and
read news online
6:50am On the bus, read articles
about Adele
8:42am
150x

4. Proprietary + Confidential

5. Proprietary + Confidential
Check the SKIM event
app

6. Proprietary + Confidential
Four types of Video Micro Moments
I-want-to-know
moments
I-want-to-do
moments
I-want-to-buy
moments
I-want-to-watch
what-I’m-into
moments
… feeding passions
or interests
… learning, exploring
or researching
… seeking instruction … deciding what or
how to buy

7. Unilever used search insights to understand the
latest haircare trends and styles.
I-WANT-THAT-LOOK
MOMENTS

8. Unilever Becomes #1 Inspiration Source
on Hair Care and Styling Tips for Women Around the World
Geof Seeley
Global Communications
Branding Director
Unilever
Method
1. Built custom Google trending
tool to analyze hair trends
and searches
2. Worked closely with video
bloggers to create and
launch new haircare and
hairstyle videos
3. Bought trending terms and
matched them to custom, e-
commerce-enabled YouTube
channels
All Things Hair wants to be the #1 inspiration
source for women. Billions of times a year,
women are looking to YouTube and to Google
for hair solutions, or influences outside of
brands to give them the answers.
50M
views over five
countries
#1hair brand channel
on YouTube within
10 weeks of launch
“
”

9. Proprietary + Confidential
I-WANT-TO-KNOW
DREAM
I-WANT-TO-GO
PLAN
I-WANT-TO-BOOK
BOOK
I-WANT-TO-DO
EXPERIENCE

10. Proprietary + Confidential
KLM YouTube videos
KLM & Heineken
‘Orange Experience’ (2015)
1.5 Million views
KLM
‘Lost & Found Service’
(2014)
22+ Million views
KLM
‘Cockpit Tales playlist’
185K views

11. Proprietary + Confidential

12. Proprietary + Confidential

13. g.co/micromoments
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14. THANK YOU