Tech training for the masses.
To help address the skills gap in the American workforce, Google developed a new education product providing professional job training in high growth, tech-focused fields. My friends at Bonfire Labs brought me in to partner with them and the Grow With Google team to launch this multi-year initiative. We developed a creative platform versatile enough to extend over multiple years and across various platforms.
Between not having a college degree, or feeling like jobs in tech are out of reach in general, our target had no idea that lots of tech-focused jobs are attainable with the right training. Our campaign leaned into the idea that you likely already have the skills you need. All you need is an invitation to “Put Your Skills to Work.”
We combined all the footage from our shoot with new photography and animation as well as live interviews to create dozens of social assets.
On TikTok we leaned on influencers to help get the word out.
We mapped the shift in voice across a set of tone spectrums: corporate to expressive, formal to warm, boxed-in to open. This provided the org with a shared language for how the brand needed to feel, not just what it needed to say.
Leveraging Google’s iconic design language let us create messages targeted toward specific targets while maintaining brand standards.
In the second year of the campaign we used real people and told actual stories of success which created a flywheel of successful enrollments that’s still in place today. The more people saw others like them succeeding because of this program, the more signed up.
