Objective:

Make Search matter in the context of today — shifting perception from functional to emotional by finding ways to bring the product into culturally relevant spaces,

Role:

Pitched and spearheaded the brand narrative and campaign strategy, driving alignment across Google / Warner Bros / Mattel / filmmakers. (Creative: 72andSunny)

Strategy:

Embedding Search in culture, what was more relevant in the summer of 2023 than the year’s eventual highest-grossing film?

We sought to demonstrate that — like Barbie discovering the real world in the film — new ways to search in the Google app help Barbies of all kinds learn about the world around them.

We surrounded 2023’s highest-grossing film across screens big and small: from cinema and CTV to digital, social and creators.

Results:

3x positive social sentiment vs. brand benchmark.

+4 points lift in Search Preference.

+3 points lift in Brand Talkability.