Google

Google Assistant · Personality Team

Google Assistant, Turkish launch

Turkish market launch · 200M+ views
Brief
Launch Google Assistant in Turkey with a voice and personality that feel native, not translated.
My role
Creative lead for the Turkish launch. Owned creative and content strategy for voice, personality and dialogue.
Process
  1. 01User research
  2. 02Social listening
  3. 03Persona & voice
  4. 04Dialogue writing
  5. 05Data led content gaps
Partners
Reported into Policy, Data, Marketing, Engineering and Partnerships.
Result

200M+

views in the first four months.