Objective:

Drive brand relevance for Google Search by embedding in culture and demonstrating all-new product innovation.

Role:

Brand lead. Pitched partnership to VPs+, oversaw strategic brief, creative development and integrated plan. (Creative: 72andSunny)

Strategy:

Through a 360 campaign in partnership with Warner Bros’ “Beetlejuice Beetlejuice” we sought to highlight that — whether you’re in the Netherworld or the real world — you can navigate life’s frights with the new ways to Search.

Our concept anchored on Bob the Shrinker, a breakout fan favorite character from the film. We imagined him as a newfound social media influencer, navigating his transition from the Netherworld to Hollywood — using the newest features in Search, like AI Overviews, Lens and Circle to Search.

Results:

2x’ed positive social sentiment for Google Search.

AdAge Social Marketing Moments of the Year (2024)