How Google Cloud Became The Talk Of The Industry.
The Situation
Google Cloud was the third global cloud provider in the market.
While almost everyone knew the Google brand, far fewer understood Google Cloud or the infrastructure powering many of the products they used every day.
The Challenge
The issue wasn't technology. It was perception. Growth was being limited by familiarity, not capability. The market trusted Google, but many still associated cloud infrastructure with other providers.
The Move
After identifying the gap, Eran initiated a brand-led effort with the sponsorship of Google Cloud leadership. The goal wasn't to explain cloud technology. It was to make Google Cloud part of the industry's conversation. That led to the creation of The Hummus API - a campaign developed by the Google Cloud Israel team that transformed a highly technical category into a cultural story people instantly understood.
The campaign later became the first and only Google Cloud global brand campaign ever launched from the Israeli office.
The Outcome
Hundreds of thousands of YouTube views. Coverage across mainstream and leading technology media. Industry-wide conversation. Most importantly, Google Cloud became easier to understand, easier to remember, and easier to talk about.
Founder POV (from pre-PITCHA work)
Great products deserve to be chosen. Sometimes growth doesn't start with a better product. It starts with helping the market understand the value that's already there.
“A brand is no longer what we tell the consumer it is - it’s what consumers tell each other it is.” - Scott Cook
contact us
Stop imagining
start PITCHA’ing
©PITCHA — all rights reserved.