First Times - Google App
social/TikTok
Senior Creative
With search that works through photos or a phone camera, the Google app is built for the way Gen Z navigate the world.
Our challenge? Get them to do the unthinkable and switch from searching on social to using the Google app.
So, we showed them how it could guide them through exciting (but scary) first-time experiences, something Gen Z has plenty of.
- B&T - Best Use of Social Media Finalist
- Campaign Brief - The Work 2024 Hot List
reached 13.3 million people on TikTok
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$1.5 million in earned media value.
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120% spike in app downloads
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3m organic views, 422K engagements, and 20K saves
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reached 13.3 million people on TikTok 〰️ $1.5 million in earned media value. 〰️ 120% spike in app downloads 〰️ 3m organic views, 422K engagements, and 20K saves 〰️
As Google’s first native TikTok campaign, we collaborated closely with 10 TikTok creators, seamlessly integrating the app into their style of content in a way that felt natural.
The work had sky-high engagement, with impressive shares, saves, and rewatches, proving that when done right, a campaign isn’t just an ad; it’s a resource Gen Z actually values.
In a fun flip, the campaign’s success led Google to expand the media plan to include TV. We transformed Robert Irwin’s TikTok video into a TV edit with some post-production magic and a few pick-up shots. It used to be all about adapting TVCs for social, so it was exciting to see the tables turn.