In a pioneering move, Google has teamed up with the social prowess of independent agency Emotive to unveil its inaugural native TikTok campaign in Australia. The initiative aims to ignite excitement among Gen Z about Google’s search app by highlighting its pivotal role in their lives, particularly their pursuit of independence.
The campaign taps into the universal theme of experiencing new things, which often evoke a mix of excitement and apprehension. By showcasing how the Google app can alleviate the intimidation factor associated with new experiences, Gen Z’s favorite creators demonstrate that with the right tools, tackling firsts becomes less daunting.
A select group of Australia’s prominent creators, including Avneesha Delulu, Ash Magic, Michael Finch, Mille Ford, and Robert Irwin, were enlisted to draw inspiration from their personal first-time encounters. With the Google app empowering them to explore uncharted territories and conquer unfamiliar challenges, they embarked on diverse journeys, from crafting music in a foreign language to mastering complex gym equipment.
Beyond traditional text-based searches, the Google app offers users innovative features like visual search through Google Lens, real-time translation, and even searching by humming a tune. This versatility enabled creators to navigate various first-time experiences with ease, amplifying the app’s utility and relevance.
The campaign’s impact has been substantial, reaching 13.3 million viewers on TikTok and generating $1.5 million in earned media value. Importantly, concurrent runs of influencer and brand creative content resulted in significant boosts in brand metrics, underscoring the campaign’s effectiveness in driving measurable outcomes.
Laura Pope, head of consumer marketing, apps, and platforms AUNZ at Google, emphasized the campaign’s immersive approach to showcasing the app’s capabilities. Instead of simply listing features, the goal was to immerse Gen Z in the app’s experience through authentic stories from trusted creators.
Rhian Mason, head of social, talent, and partnerships at Emotive, highlighted the campaign’s success in delivering real-world value to Gen Z. By seamlessly integrating the Google app’s functionality into relatable content, the campaign resonated with audiences, positioning the app as a valuable resource for navigating life’s first-time experiences.
Client: Google Australia
Creative & Production: Emotive
Influencer management: Born Bred
Media: Media Futures Group
