We translated Google for Gen Z
For the generation that grew up with Google, they saw it as a utility company—something useful but not especially relevant or aspirational, and therefore more open to using competitive services. To address this brand love gap, we built a cross-disciplinary team of hybrid creators to create social content for Instagram and Twitter and TikTok specifically to engage Gen Z. A few months in, we took on Google Maps, taking over their channels entirely as they refocused on the same demographic but with the additional remit to demonstrate how Google Maps features help Gen Z discover and plan activities in a way that Apple Maps cannot.
We helped Google Social Lab launch its presence on TikTok, adapting both Google products and values into platform native trends. To match user expectations, everything we created feels self-shot, using nothing but phones and screen recordings before editing. For Google Maps, we mimicked the style of TikTok for IG stories, down to the on-screen typography.
We leaned heavily on memes as a way to deliver product differentiation, especially on Google Maps. When tweets performed exceptionally well, we adapted them as tweetgrams.
We kept twitter short and conversational. Where additional context was needed, we relied upon meme formats, threads and reply comments.
We created the top performing content on Google’s Twitter and TikTok channels, increasing Gen Z followers on TikTok by 60%. In one quarter, we increased Google Maps engagement by 173%, impressions by 38% and increased brand sentiment by 11%.
Group Creative Directors: Daniel Bremmer, Lydia Daniel. Creative Director: Kaleigh Concannon. ECD/CCO: Jeremy Bernstein Creators: Hans Luders, Sammi Arman, Rohan Grover, Hughston May, Summer Thomas, Reeva Date, Skylar Graham, Liz Tonner, Sydnie Felton. Strategy: Hannah Fink, John Stier. Sizzle Reel animation: Sammi Arman