Secret Menu

Google Translate had an enormous task at hand: they needed to launch their first consumer facing product in China—Google Translate—without the power of the Google Masterbrand. Additionally, they needed to convert users in a highly cluttered and complicated mobile app market, convincing people to add Google Translate into their repertoire. We wanted to move Google Translate away from a utility tool to a platform where it could enable people to discover and be curious. To do this, we created new distinctive use cases that enticed people to use Google Translate in their everyday life. We instigated a habit loop to reward people when they used Google Translate to discover the world through a novel and interesting food experiences. The campaign proved a huge success for the brand, with 602 million impressions in only two weeks, allowing 1.1 million people to embark on a food adventure thanks to Google Translate.