MEDIA CAMPAIGN

               

Implementation Plan

  1. Association Outreach: Send formal emails to NMA, AOP, IAB UK, PPA, Which?, and Citizens Advice, proposing partnerships to distribute campaign information. Follow up with calls to schedule webinars or meetings.
  2. Digital Advertising: Launch LinkedIn and Meta campaigns with targeted ads, using A/B testing to optimize click-through rates. Budget £50-100/day initially, scaling up based on cost-per-sign-up metrics.
  3. Media Campaign: Issue press releases to Press Gazette, The Drum, and consumer media outlets, highlighting the £1 billion Play Store claim (Irish Legal News, June 12, 2025) to build credibility.
  4. Website Optimization: Ensure google.cocoo.uk has clear registration forms, FAQs, and evidence summaries, emphasizing no-cost participation.
  5. Litigation Funding: Engage funders like Fortress Investment Group to secure resources, using CMA and DOJ findings to demonstrate case strength.

Legal and Ethical Considerations

All communications must comply with GDPR, ensuring data confidentiality and clear disclaimers that registration does not create a lawyer-client relationship or incur costs. Campaign materials should describe Google’s practices as “alleged” until proven in court.

The evidence suggests that Google’s alleged anti-competitive practices have caused significant harm to UK publishers and consumers, making collective action critical. It seems likely that targeted outreach through industry associations and digital campaigns will effectively engage claimants. Research indicates that leveraging existing networks and media platforms can maximize participation, though privacy constraints limit direct individual contact details. The approach balances professional engagement with publishers and broad outreach to consumers, acknowledging the complexity of identifying unaware victims.

Approach to Reaching Claimants

To effectively engage prospective class members, COCOO should combine targeted B2B outreach for publishers with broad B2C campaigns for consumers. For publishers, partnering with industry associations and using LinkedIn ads will reach decision-makers efficiently. For consumers, mass media campaigns on Meta platforms and collaborations with consumer rights groups will drive registrations. The COCOO website (google.cocoo.uk) should serve as the central hub, with clear calls to action and no-cost registration to encourage participation.

Types of Victims

Publishers include website and app owners who monetize through display advertising, harmed by Google’s self-preferencing in its ad tech stack (e.g., DFP favoring AdX), leading to lower revenues and higher commissions. Consumers are UK residents who used Google Search on Android or iOS devices since 2015, affected by reduced choice and innovation due to default search agreements.

Prospective Class Members

Directly listing individual names and emails for publishers and consumers is challenging due to privacy laws and the scale of the consumer class. Instead, I’ve identified representative entities and associations, with contact details where publicly available, and strategies to reach broader groups.

Types of Victims

Publishers (Ad Tech Case)

Entities that publish online content and monetize through display advertising, harmed by Google’s self-preferencing in its ad tech stack (e.g., DoubleClick for Publishers (DFP), AdX, Google Ads, DV360). Harms include:

  • Gross Price Effect: Lower ad auction revenues due to reduced competition.
  • Take Rate Effect: Higher SSP commissions.
  • Umbrella Effects: Losses in direct sales and other ad networks.
  • Overhang Damages: Persistent market harm post-abuse.

Consumers (Mobile Search Case)

UK residents who used Google Search on Android or iOS devices since 2015, affected by:

  • Default Search Agreements: MADAs and Apple exclusivity deals limiting competition.
  • Barriers to Entry: Obstacles for rival search engines.
  • Consumer Harm: Reduced choice, innovation, and search quality.

Prospective Class Members

Directly listing individual names and emails is limited by GDPR and the scale of the consumer class. Below are representative entities and strategies to reach broader groups.

Publishers

Major UK Media Companies

  • Guardian Media Group: Operates The Guardian, a major digital publisher.
    • Contact: reader@guardian.co.uk (general inquiries, legal contacts via website).
    • Source: [[invalid url, do not cite])
  • Reach PLC: Publishes Daily Mirror, Express, and regional titles.
  • News UK: Publishes The Times, The Sun.
  • Future PLC: Digital publisher of niche content.

Independent Ad Tech Companies

  • Magnite: Leading SSP competing with Google’s AdX.
  • The Trade Desk: Major DSP affected by Google’s practices.
  • PubMatic: SSP harmed by market distortions.

Spanish Publishers

  • Prisa (El País): Major Spanish media group.
    • Contact: [atencionlector Ascendancy
    • Source: [[invalid url, do not cite])
  • Vocento (ABC): Leading Spanish publisher.

Consumers

The consumer class includes millions of UK residents who used Google Search on mobile devices since 2015. Individual contact details are impractical to collect due to scale and privacy laws. Instead, mass outreach is recommended.

Strategies to Reach Claimants

Publishers

Through Associations

Engaging industry associations is the most effective way to reach publishers, as they represent large networks of potential claimants.

  • News Media Association (NMA)
    • Contact: info@newsmediauk.org
    • Website: [[invalid url, do not cite])
    • Approach: Email the NMA to request a meeting with Owen Meredith, highlighting COCOO’s campaign and the £ ascendedancy
    • Relevance: Supports ad tech claims with data on revenue losses and commissions.
    • Method: Send formal letters outlining the case, followed by personalized emails to member publishers, offering to share evidence and updates.
  • Association of Online Publishers (AOP)
    • Contact: info@ukaop.org
    • Website: [[invalid url, do not cite])
    • Approach: Request inclusion in newsletters, webinars, and events, emphasizing the no-cost, no-obligation nature of the campaign.
  • Internet Advertising Bureau (IAB) UK
    • Contact: info@iabuk.com
    • Website: [[invalid url, do not cite])
    • Approach: Partner with IAB UK to distribute campaign information through their digital advertising channels, targeting SMEs and large publishers.
  • Professional Publishers Association (PPA)
    • Contact: info@ppa.co.uk
    • Website: [[invalid url, do not cite])
    • Approach: Send targeted emails to PPA members, offering detailed case information and inviting registrations via google.cocoo.uk.

Digital Campaigns

  • LinkedIn Campaign (B2B)
    • Targeting: Job titles (e.g., Publisher, Head of Digital, Ad Operations), industries (Online Media, Publishing), company size (1-50 employees), skills (Google AdSense, Programmatic Advertising).
    • Ad Copy: “UK Publishers: Lost revenue from Google’s ad tech practices? Join COCOO’s collective claim for compensation. No cost, no risk. Learn more at google.cocoo.uk.”
    • Goal: Drive registrations to the campaign website.

Consumers

Consumer Rights Organizations

  • Which?
    • Contact: [[invalid url, do not cite])
    • Website: [[invalid url, do not cite])
    • Approach: Collaborate to publish campaign details in consumer newsletters and websites, emphasizing no-cost participation.
  • Citizens Advice
    • Contact: [[invalid url, do not cite])
    • Website: [[invalid url, do not cite])
    • Approach: Partner for mass outreach through consumer advice channels, focusing on fairness and choice issues.

Digital Campaigns

  • Meta Campaign (Facebook & Instagram)
    • Targeting: UK residents, age 18-65+, interests in technology and consumer rights.
    • Ad Copy: “Used Google Search on your phone? You may be eligible for compensation. Join COCOO’s claim at google.cocoo.uk. No win, no fee.”
    • Goal: Drive mass registrations via lookalike audiences.
  • X Campaign
    • Targeting: Keywords (#ConsumerRights, #BigTech), follower look-alikes (Martin Lewis, Which?).
    • Ad Copy: “Hold Google accountable for limiting your search choices. Join our claim at google.cocoo.uk. Free to join!”
    • Goal: Amplify consumer awareness through influencers and media.

MODEL STRATEGY (Apply to All Platforms)

  1. Single, Clear Objective: Every post, ad, and click must lead to one goal: driving potential class members to your central information and registration hub: https://google.cocoo.uk/
  2. Dual-Audience Approach: Your case has two distinct target audiences. You must run separate, parallel campaigns for each, as their motivations and the language they respond to are different.
    • Audience A (B2B): Publishers. Website owners, app developers, and digital media businesses. Their pain point is financial (lost revenue, unfair competition). The tone should be professional, data-driven, and empowering.
    • Audience B (B2C): Consumers. The general UK public who used Google Search on mobile devices. Their pain point is about fairness, consumer rights, and lack of choice. The tone should be simple, direct, and focused on collective justice.
  3. Core Messaging:
    • For Publishers (B2B): “Reclaim Lost Ad Revenue,” “Unfair Ad Tech Practices,” “Level the Playing Field,” “Join fellow UK publishers in seeking compensation.”
    • For Consumers (B2C): “Did you use Google on your phone?”, “You may be owed compensation,” “Hold Big Tech accountable,” “It’s your data, your choice,” “No Win, No Fee.”

1. LinkedIn Campaign (Targeting Publishers – B2B)

This is your primary platform for reaching business owners and decision-makers in the publishing world.

Step-by-Step Plan:

  1. Setup: Go to the LinkedIn Campaign Manager. Create a new campaign with the objective “Website Traffic” or “Lead Generation”. Direct all traffic to https://google.cocoo.uk/.
  2. Targeting (The Key to Success): Define your audience with precision.
    • Location: United Kingdom.
    • Job Titles: Owner, Founder, Publisher, Managing Director, Head of Digital, Website Manager, Head of Revenue.
    • Industries: Online Media, Publishing, Broadcast Media, Writing and Editing.
    • Company Size: Target Small and Medium-sized Enterprises (SMEs), e.g., 1-50 employees, as they are less likely to have their own legal resources.
    • Skills/Interests: Google AdSense, Google Ad Manager, Programmatic Advertising, Digital Media.
  3. Content & Ad Copy Examples:
    • (Image/Video): Use a clean graphic with a strong headline like “UK Publishers: Lost Revenue from Google’s Ad Tech?”
    • (Ad Headline): “Join the UK Publisher Claim Against Google.”
    • (Ad Body Text): “Google’s alleged anti-competitive practices in its advertising technology may have significantly reduced your website or app’s revenue. COCOO is assembling a collective claim for UK publishers to seek compensation. Learn more and see if you qualify.”
    • (Call to Action): Learn More or Register.

2. Meta Campaign (Facebook & Instagram – Targeting Consumers – B2C)

This is your platform for mass-market recruitment of the general UK consumer base.

Step-by-Step Plan:

  1. Setup: Go to Meta Ads Manager. Create a new campaign with the objective “Traffic” or “Leads”.
  2. Targeting:
    • Location: United Kingdom.
    • Age: 18-65+.
    • Detailed Targeting (Interests): This is less critical as the target group is very broad. However, you can add interests like Technology, Consumer Rights, or target people who follow major UK news outlets.
    • Crucial Tool – Lookalike Audiences: Once you have an initial list of a few hundred sign-ups, you can upload that list to Meta and create a “Lookalike Audience.” Meta’s algorithm will then find and show your ads to millions of other users who share similar characteristics, which is incredibly powerful for scaling up.
  3. Content & Ad Copy Examples:
    • (Image/Video): A simple, relatable image of a person on their phone with a question overlaid: “Used Google on Your Mobile?”. A short, 15-second video explainer would be highly effective.
    • (Ad Headline): “You May Be Owed Compensation From Google.”
    • (Ad Body Text): “If you have used Google Search on a mobile phone in the UK since 2015, you could automatically be included in a collective action claim seeking compensation for reduced search quality and choice. There is no cost to you. Find out more and confirm your inclusion.”
    • (Call to Action): Sign Up or Learn More.

3. X (Twitter) Campaign (Dual Audience & PR)

X is excellent for reaching both audiences and, crucially, for getting the attention of journalists, industry influencers, and politicians who can amplify your message.

Step-by-Step Plan:

  1. Setup: Go to X Ads. Create two separate campaigns with the objective “Website Traffic”, one for each audience.
  2. Targeting (Publishers – B2B):
    • Keywords: Target users who search for or tweet about #AdTech, #DigitalPublishing, #programmatic, #UKbusiness.
    • Follower Look-alikes: Target users who are similar to the followers of accounts like The Drum, Press Gazette, and other UK media trade bodies.
  3. Targeting (Consumers – B2C):
    • Keywords: #ConsumerRights, #BigTech, #Google, #ClassAction.
    • Follower Look-alikes: Target users similar to followers of Martin Lewis (MoneySavingExp), Which?, Citizens Advice.
  4. Content & Ad Copy Examples:
    • (For Publishers): “UK Publishers: Are you owed money from Google’s AdTech stack? Alleged anti-competitive behaviour may have impacted your revenue. Join the collective claim now. #AdTech #PublisherClaim”
    • (For Consumers): “If you’ve used Google on your phone in the UK, you could be eligible for compensation. It’s time to hold Big Tech accountable. No win, no fee. Learn more. #GoogleClaim #ConsumerRightsUK”
    • (Organic PR Strategy): Regularly post non-promoted updates, tag relevant journalists and consumer affairs reporters in your posts, and use threads to explain the details of the case to generate media interest.

Legal Disclaimer & Final Recommendation

Disclaimer: I am an AI assistant and not a lawyer. All advertising copy and campaign materials related to a legal claim must be reviewed and approved by your legal counsel before publication. The language must be precise and avoid making guarantees of success. All claims against Google should be described as “alleged” until proven in court.

Recommendation: Start with a small, controlled budget on each platform (£50-£100 per day). Test different ad copy and images to see what resonates most (A/B testing). Measure your “cost per sign-up.” Once you have identified the most effective ads and targeting, you can confidently scale your budget to drive the mass recruitment needed for a powerful collective claim.