CONVINCING A SOCIAL-FIRST GENERATION TO SEARCH WITH GOOGLE

Gen Z doesn’t search the way previous generations did, they look to social platforms first, even when they don’t quite have the words for what they’re trying to find. For the Google app, the challenge wasn’t awareness, it was habit. So instead of telling people to switch platforms, we tapped into a universal Gen Z experience: navigating life’s awkward “firsts”. Partnering with some of Australia’s most-loved TikTok creators, we turned real-life first-time moments into content that showed how Google’s visual search could help you find what you’re looking for - even when you don’t know how to ask for it yet.

‘First Times’ Case study video:

Robert Irwin’s “First Time” making a mocktail:

Avneesha Delulu’s “First Time” doing something without her Mum’s help:

Luke Donkin’s “First Time” at the gym:

Bridey Drake’s “First Time” in Japan:

MY ROLE
Creative direction and concept development, with hands-on involvement across art direction and creator collaboration. I wrote the creator briefs, briefed talent directly, and worked closely with creators to ensure the content felt native, credible, and true to the insight.

RESULTS AND RECOGNITION

• 120% spike in app downloads

• 3 million organic views

• 422,000 engagements and 20,000 saves

• B&T Awards — Best Use of Social Media (Finalist)

• Campaign Brief — The Work 2024 Hot List