Case Study: Google boosts awareness of its Asian-owned business badge with Hook

Google drives awareness for Asian-owned businesses with Hook and 90% revenue-impact context

Google, facing a sharp increase in Asian stigmatization during the COVID-19 pandemic that caused 90% of small Asian-owned businesses to lose revenue, sought to promote its new Asian-owned business attribute badge. The company engaged vendor Hook to craft an awareness campaign for this feature on Google Search and Maps.

Hook created an inclusive campaign by filming a hero video and producing assets that featured authentic Asian representation both in front of and behind the camera. The solution involved on-location shoots at six Asian-owned businesses in Los Angeles and the development of supporting materials for social media and Google's The Keyword blog. The campaign, which won Anthem and Shorty Awards, successfully drove awareness for Google's new badge and helped provide an even playing field for these businesses.

Google