We partnered with Google to develop short films via Instagram Stories to tell the story of Google technology, and how it empowers good across the world.
- Brand & Creative Strategy
- Social & Content Strategy
- Brand & Campaign Creative
- Brand Positioning
- Organic Social
- Visual Identity & Design
- Meta Content
- 100K+ Engagements
Google sought to humanize its brand amidst a backdrop of tech companies receiving extensive negative press regarding privacy concerns, election tampering, and other controversies. The brand was eager to redirect public sentiment in a positive direction and highlight the positive impact of their technology on everyday lives.
A Unique Opportunity to Share Stories
Despite the skepticism surrounding technology corporations, these companies, including Google, have seamlessly integrated into daily routines, reshaping everyday habits. With this pervasive influence, Google realized that its vast reach on social platforms presented a unique opportunity to share stories demonstrating how its technology empowers positive change globally.
Activation Around Impact and Relatable Events
To pivot the narrative, Google initiated the "Search On Stories" campaign, shared bi-monthly on its social channels and the About Page. This content showcased stories like Google Maps connecting Nigerian Blood Banks and combating opioid addiction, and Google Drive empowering local artists. The strategy focused on presenting these narratives as short films in an "Instagram Story" format, catering to Google's audience of 10 million followers. Further, Google activated around significant moments across its social channels, revealing its involvement in impactful and relatable events, such as new parenting.
Hundreds of Thousands of Engagements Emphasizing Positive Social Impacts
Across numerous initiatives, with more than 25 different deliverables highlighting Google's positive contributions, the content organically resonated with Google's extensive follower base. The campaigns successfully garnered hundreds of thousands of engagements, effectively showcasing the more human side of the Google brand and emphasizing its positive societal impacts.