Objective:

Drive app engagement and perception of innovation amongst Gen Z, who like Google Search but don’t perceive it as cutting-edge.

We highlighted multimodal searching — how Google Lens and Hum to Search easily help users “Find That Thing”, even when words fail them.

Role:

Managed paid social, creator and digital media + custom OOH. (Creative: Google Creative Lab, Stink Studios, BBH)

Strategy:

Evolved Search’s classic visual system to be more bold, colorful and Gen Z forward. We collaborated with youth insights agency OnRoad + Google Search trends to identify Gen Z popular aesthetics and musical artists.

Digital and social first tactics were complemented by high-impact trending billboards in key markets, like a pink furry wall in Chicago.

Results:

+5% lift in daily app users, 18-24

9x advertising awards for trending billboards (incl. the Clios and the One Show)