Getting a generation who use social to search, to do the unthinkable, and switch to the Google App?

Client: Google
Brief: Gen Z isn't interested in using traditional browsers and prefers using social media platforms for search. Our task was to give them a compelling reason to download the Google App on their phones.
Idea: "First Times" are a daily part of adolescence for all Gen Zers. Our social campaign reframed the Google App from a search tool into an indispensable companion for Gen Z's first-time challenges by working closely with 10 of Australia's favourite TikTokers to create real-life firsts that felt authentic to them.
My Role: Creative Director
Results: 120% increase in app downloads, 3 million organic views, 422,000 engagements, and 20,000 saves

Case Study

Robert Irwin’s “First Time” making a mocktail

Avneesha Delulu’s “First Time” making a song in hindi

Luke Donkin’s “First Time” at the gym

Bridey Drake’s “First Time” in Japan