User Research and Testing with kids
Art Direction
Web Design
Graphic Design
Prototyping
Animation
Film Production
Web Design
Educational campaign for Google Vietnam
Year: 2015
Phibious Vietnam
ED: Nicole Marold
Account: Uyen Tran, Son Truong
Copy: Daniela Varela
Design: Van Nguyen, Nguyen Tran-Ngo, Van Do, Truc Dinh
Social Media: Thuy Nguyen
Producer: Melanie Casul
Production House: Yeti Film
Launched the first consumer-facing campaign for Google in Vietnam. Generated:
3500 submissions
1.2+ million impressions within 48 hours
US$ 484,000 worth of media
174 PR articles from high-profile TV stations and publications
Each year, Google gives the opportunity to kids to express themselves using Google homepage as a canvas. For the first time in Vietnam, the contest invited children (aged 5-12) from all over the country to unleash their imagination with a doodle.
The goal is to inspire the next generations to unleash their imagination and get rewarded so that they would believe in their dreams, in themselves, and have untethered creativity that can contribute to their country and their future.
How to:
Introduce parents and kids to the campaign
Get them inspired, and
Have a place for all the submissions.
A centralised platform that allows both kids and parents to:
Learn more about the campaign
Get inspired
Receive support
Submit their creations
Ultimately raising awareness about the campaign and the role of Google in the country's development.
Sophie Tran
Director of Marketing, Google Vietnam APAC.
Although kids were the main target audience, they’d still need parents’ supervision and guidance for the submission of their work. We built the Doodle 4 Google Vietnam website to inform parents and inspire kids.
How to:
Increase submission rate
Keeping the kids inspired
Parents are busy, knowing this we designed the section for parents with a tutorial video that explains the submission process step by step.
The content and art direction of the video are kept inline with the overall campaign look and feel. Detailed information is provided below the video.
Animation is the best medium to keep kids entertained and focused.
I came up with an idea of using a mini-series of mixed reality/animation to illustrate how to bring the kids' dreams to life.
Mainstream media quickly picked up the series. This guerilla tactic has resulted in a tremendous organic ROI on media investment and served as a mouthpiece for the campaign.
The series would then direct the audience back to the platform where they are featured in long-form formats, completing the cycle of the user journey, increasing the submission rate.
We partnered with Phở Đặt Biệt, a Vietnamese influencer loved by kids to produce a series of snack-bite videos showing kids what they could do with their imagination.
The series was disseminated through selected social media channels to raise awareness.
To get buy-ins from stakeholders, I directed, shot, edited and created the animations on the spot from our office and quickly showed it to the team.
These videos were extremely helpful at communicating the idea to the rest of the team but also to different stakeholders, both the kids and Google.
Moral of the story: When trying to prototype a complete user experience, sometimes it helps to look outside of Adobe XD and/or InVision. Videos and After Effect are your best friends in communicating the idea.
We released the first batch of the printed template with suggestions to help kids get started
The test quickly revealed that kids of younger ages (5-6) have a hard time drawing straight lines and intricate designs. The kids could see that their drawing didn’t match the suggestions. As a result, they were disappointed, affecting the submission rate.
Simplified drawings:
not fun and exciting for older kids.
Focusing on imagination rather than technique.
Having the Google logo mark in contour, leaving the whole canvas blank so kids can explore their imagination.
The integrated design and campaign generated:
3500 submissions
1.2+ million impressions within 48 hours
US$ 484,000 worth of media
174 articles from high-profile TV stations and publications
But also:
Established partnerships with the Youth Union and the Ministry of Education and Training against a backdrop of continued regulatory challenges
Produced over 1500 drawing kits to support children in rural areas.
The winner of the competition, Le Hieu (8), was the first Vietnamese to win a Doodle 4 Google contest. As a reward, Hieu was sponsored by Google for a trip to Mountain View to learn more about the world and the future.
More importantly, the competition has inspired millions of Vietnamese kids and parents to believe in the importance of creativity and how it plays a significant role in making the community and the world a better place.
