Analysis of Google Android's Friends Furever Campaign

This article analyzes the background and success of Google Android's Friends Furever campaign, highlighting its impact and effectiveness in promoting the brand.

Running Head: MASTERS OF COMMERCE IN HUMAN RESOURCES AND MARKETING
Masters of commerce in human resources and marketing
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Author’s Note

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MASTERS OF COMMERCE IN HUMAN RESOURCES AND MARKETING
1. Background of Google Android’s friends furever campaign
In the year 2015, Google Android released a YouTube ad which featured video clips of unlikely
animals that were playing together. The backdrop of the advertisement is the surprising
friendship among different animals. The underlining message of the company behind this
advertisement is to cross the barriers of communication and become friends. Showing friendship
between two apparently mismatching animals, the message that Google wants to give here is that
no barrier is now enough to keep Communications from flourishing. In case of human society,
Android by Google is going to the tool that will help in developing this kind of socializing
behaviour among the human (Szathmary 2015). This is why, after showing the collection of
YouTube videos where animals are working together, advertisement ends with the tagline:
“Be together. Not the same”
The motive, with which Google has created this advertisement, remains same as their previous
advertisement also. Advertisement highlight irrespective of social, cultural, National as well as

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other forms of various, most of the customers of smartphones in this world are using Android by
Google. Again, the relationship of customers with Google provides plenty of spoke to each of
them to customise your Phone or Tablet so that they can make them their very own. In this
context, it should be highlighted that please advertisement has not copied the style of any other
recent social media advertisement or communicated any counter argument against any Rival
brand in order to develop the conception that they are the market leading brand at the moment in
the mobile UI platform.
2. Analysis of the campaign
2.1 BCG Matrix analysis
Star
The significant viewership gained by this advertisement can be considered as Stars for the
company that is Google who created this ad. This advertisement was shared 6442921 times over
Facebook in the year 2015 along with equally large number of shares over Twitter, blogosphere
and so on. In terms of sharing, this advertisement put behind the surprise Shoppers advertisement
champion of Disney. This advertisement also gained its place in the list of 20 Global video ads
chart, 2015 (Minár 2016).

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Cash Cows
The content selected for the promotion of the brand for this advertisement can be considered as
the cash cow of the organisation. In terms of potential content for most potential content for
advertisement the landslide winner of the year 2014-15 had been the world cup advertisement of
Activa, “la la la” which had been able to attract 6094762 shares all across social media since it
had been launched in the year 2014. in terms of content innovation this advertisement has also
left behind the buzzfeed video of Purina PET food which exhibits the owner and his puppy as
well as advertisements of Budweiser as well as Kleenex who also capitalised over the friendship
between man and animal as a potential contact for advertisement development (Match 2015).
However, Google has used the content of friendship between two unnatural animals who can
never be expected to be friends in the real world. As stated by the marketing manager of Google,
the organisation has been collecting as well as analysing consumer perception regarding video
watching over social media, in order to come up with this unit at content in the year 2015.
Dogs

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Considering the dogs for this advertisement, only one limitation has not been properly addressed
by Google. This advertisement was promoted and launched over only one social media platform
of YouTube. Although, this advertisement was the most searched for online advertisement in the
year 2015, thereby ignoring the popularity of the tv advertisement of the organisation also.
However, if Google has launched this advertisement on other platforms also, they would have
gained use this advertisement over a sustainable time period also. Nevertheless, it can also been
put into argument that Google always focuses on creation of new advertisement content for
attracting their customers. Perhaps this is the reason why they had created this innovative
advertisement for promotion over social media which help them to reduce operational cost and at
the same time enjoy increased popularity (Braunwart 2015). Instead of the new digital platform,
if this advertisement had been launched over the traditional media like television, radios and so
on, the cost incurred would have been much more and the viewership would have been the only
form of promotion for the company. On the contrary this advertisement has shown that video
sharing can be a further more potential way of gaining promotion.
Question marks
It can be possible that there are no question marks at this moment for this YouTube video
advertisement by Google Android.

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Reference List
Braunwart, N., 2015. Animals in Advertising: Eliciting Powerful Consumer Response, Resulting
in Enhanced Brand Engagement.
Match, A.P., 2015. Paws for Thought.
Minár, P., 2016. ABUNDANCE VS. DEFICIT IN CONTEMPORARY
ADVERTISING. European Journal of Science and Theology, 12(5), pp.237-248.
Szathmary, Z., 2015. Friends fur-ever and feather: Puppy and parrot form adorable
friendship. Mail Online. URL: http://www. dailymail. co. uk/news/article-3307845/Puppy-
parrot-formfriendship-heartwarming-animal-odd-couple-video. html (дата обращения: 05.12.
2015).