PERSUADING A GENERATION WHO USE SOCIAL TO SEARCH, TO DO THE UNTHINKABLE, AND SWITCH TO THE GOOGLE APP

The Google App is pretty awesome—it lets you search using photos or your phone’s camera. But convincing Gen Z, who preferred using social media over traditional browsers, was a challenge. 'First Times' tapped into a universal experience every Gen Zer faces: navigating those daunting “firsts” when finding the right words to describe what you're looking for can be tough. To bring this to life, we partnered with 10 of Australia’s favourite TikTokers, who created content around conquering their own real-life firsts.

‘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:

Results and recognition:

- A 120% spike in app downloads, 3 million organic views, 422,000 engagements, and 20,000 saves

- B&T - Best Use of Social Media Finalist

- Campaign Brief - The Work 2024 Hot List