Google to launch first push for Google+

Google is set to launch the first UK above the line campaign for Google+, highlighting the social network’s benefits over its rivals Facebook and Twitter, with the aim of increasing its number of active users.

The campaign, which will use the strapline “That’s the Plus” , will demonstrate how Google+ helps people share content in a more similar way to real life than other social networks.

It will highlight features such as its Hangouts group video chat service and Circles, which allows users to filter which people they share content with.

Aping Google’s above the line campaigns for its Chrome browser, the Google+ activity will try to tap into consumers’ “passion points” by featuring storylines such as a parent sharing the birth of their first child, in order to encourage them to engage with the site.

Obi Felten, Google’s EMEA director of consumer marketing, told Marketing Week: “We realised we needed to drive awareness and show how Google+ is relevant and meaningful to people’s lives as it’s not easy to understand in one sentence – the best way to educate people about a product is to demonstrate it.”

Google hopes the campaign will encourage lapsed users back to the site, who may have signed up when it launched in Beta in June last year but have not returned.

The search giant claims that it recently surpassed 100 million monthly active users, although it hopes this figure will increase on the back of the global awareness campaign.

Felten says she doesn’t expect people to “just drop” other social networks and flock to Google+ instead, but hopes the campaign will educate consumers how the site “lights up” all of Google’s other services, such as making YouTube and search results more weighted around friends’ recommendations.

“Users will make up their own minds about which other products they want to use so we are demonstrating how Google+ is “Google, plus you” and how it makes the whole of Google better as we integrate it into our products – that’s how it’s unique,” she adds.

The UK TV ad was created by Adam and Eve, whilst Google Creative Lab handled the digital activity. Other international agencies were involved with the local campaigns in other territories, such as Germany where activity launched last month.

Google Plus Ad 3

UK top 5 most visited social networking sites

(Source: comScore, February 2012)

Site Total uniques Average daily visitors 30,721,000 14,634,000 9,145,000 1,561,000 7,164,000 849,000
Google Plus 3,907,000 226,000 3,682,000 572,000

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here