Gen Z doesn’t search like previous generations. They often turn to social first, especially when they don’t quite know what they’re looking for. So rather than telling them to change platforms, we tapped into something every Gen Z struggles with: awkward firsts. Partnering with some of Australia’s most-loved TikTok creators, we turned those moments into content that showed how Google’s image search can help you find what you need, even when you don’t know how to ask for it.

‘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: