Google

BRIEF

Encourage Gen Z to view Google Search as innovative and ever-evolving, showcasing the Google Lens function as a fresh approach to "Finding That Thing" you're looking for. 

APPROACH

Drawing inspiration from an art school aesthetic, Google's 'Find That Thing' campaign celebrated the vibrant queer subcultures of influencers immersed in Fairycore, Camp Maximalism, and Nu-Goth. The influencers harnessed the power of Google Lens to unearth products that echoed their unique identities. Collaborating with GAY TIMES' production team, they curated their own individual production sets and outfits. GAY TIMES' audience could then shop their chosen products through Google Lens.

To further boost social engagement, 'Find That Thing' giveaways were run across socials and more collaborations with different queer influencers took place to highlight the app's versatility in their lives. The objectives were achieved through tailored content across multiple channels, each serving different campaign goals.

RESULTS

• The campaign's 75 pieces of content exceeded expectations, achieving 277% of the target impressions, while reaching over 30 million people, accumulating 4.6 million views, and fostering more than 218,000 engagements

• The brand study revealed an 82% increase among those who felt that Google helped them "find things in new and interesting ways," along with a 57% boost in the perception that "Google was innovative"

• The comments were filled with positive sentiment, as the talent's video aesthetics aligned perfectly with their authentic styles. This resonance with their audiences contributed to the enhancement of brand recognition through the Google Search function