Voice Search Case Studies

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Voice Search Case Study Examples

L’Oréal Gains Edge on Striking Distance Voice Search Queries – In this video, Carlos Spallarossa, Director of SEO at L’Oréal, talks about the impact of voice search on their content strategy and what they’re doing to ensure that L’Oréal comes out on top for crucial voice search queries.

Sheetz Introduces Voice Activated Ordering – In late 2017, fast food company Sheetz launched voice-activated ordering for Alexa. Customers just need to login to their Sheetz account, enable the Sheetz skill on their Alexa device, then say something like “Alexa, order my favourite from Sheetz.

Take that Alexa! Wal-Mart partners with Google to offer voice shopping – In 2017, Wal-Mart gave its customers the ability to shop from them with the help of Google Assistant. Shoppers who linked their Wal-Mart accounts to Google Express could place voice orders by giving commands like “Google, buy jam.” Then, to figure out which flavour and brand of jam to order, Google would scan the shopper’s Wal-Mart purchase history to determine the right item.

Target takes voice-activated shopping nationwide with Google, joining Wal-Mart in the fight against Amazon -Target aligned itself with Google by allowing shoppers to link their Target.com account to Google, enabling consumers to shop from Target using Google Assistant. According to CNBC, “Target’s product assortment on Google Express will include anything in a typical Target store, which will serve as fulfilment centres. In 2018, shoppers will be able to pick up their Target purchases made via Google Express at Target stores, should they want to forgo waiting on a shipment.”

Burger King ‘O.K. Google’ Ad Doesn’t Seem O.K. With Google – Here’s another example of voice search in action. In 2017,  Burger King ran a TV ad that was intended to prompt voice-activated Google devices to talk about its burgers.

As the New York Times reports, here’s how it went down:

“You’re watching a 15-second Burger King ad, which is unfortunately not enough time to explain all the fresh ingredients in the Whopper sandwich,” the actor in the commercial said. “ But I got an idea. O.K. Google, what is the Whopper burger?”

Prompted by the phrase “O.K. Google,” the Google Home device beside the TV in the video lit up, searched the phrase on Wikipedia and stated the ingredients.

The advertising stunt didn’t seem to sit well with Google, though. Within hours of its airing, Google made changes to its platform to prevent the ad from activating its devices.

How to Manage Your Brand for the Machine Channel by Martha van Berkel.

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