Refinery29 for Google Assistant

Google Assistant was looking to better understand barriers to adoption for millennial women and ultimately help shift perception or build features to address those roadblocks. R29 leveraged their proprietary research panel and capabilities to discover women’s fears, misunderstandings and negative perceptions of voice assistants and addressed them through a robust community engagement strategy. Wrote winning client proposal and briefs for research and creative execution. Led campaign positioning and strategic planning, oversaw consumer research and creative execution with robust community moderation. Managed reporting and optimization cadence for ongoing content development.