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Google shows Gen Z that ‘first times’ aren’t scary in new TikTok campaign, via Emotive

Google is showing young Australians that ‘the first times’ can be easy, with its first-ever native TikTok campaign in Australia launching via independent agency Emotive.

Designed to get Gen Z to engage with Google’s own search app, the campaign shows the role the app can play in helping young adults navigate independence and the exciting, but scary first times.

Some of Australia’s leading TikTok creators, including conservationist Robert Irwin, foodie Michael Finch and comedian Milly Ford, were engaged for the campaign, using their own first times to inspire content – from the first time travelling to a country, to writing a song in a different language, to going to a gym, and more.

“The Google app brings users the best of Google Search through multi-modal functionality; like, searching what you see through Google Lens, instantly translating text from another language, or using ‘hum to search’ to find that song you can’t remember the name of,” said Laura Pope, head of consumer marketing, apps and platforms, at Google AUNZ.

“To engage Gen Z, we wanted to do more than simply tell them about the app’s exciting features and capabilities,” she continued. “Instead we looked to immerse them in its experience. We wanted them to see it and feel it, through authentic stories from people they trust.”

Emotive’s head of social, talent and partnerships, Rhian Mason, said that generating and amplifying “real-world value” can be more effective than traditional advertising when it comes to reaching Gen Z audiences.

“By creating a singular idea that could be applied authentically to a wide range of creators, the campaign benefited from a cumulative effect,” she explained.

“Furthermore, by working closely with creators during the briefing and production process we ensured that the value and usefulness of the Google app was quite literally integrated into the entertainment in a relatable way. This resulted in an impressive number of shares, saves, and rewatches on TikTok, and demonstrated how the campaign was far from being seen as an ad, rather a valuable resource for Gen Z in navigating first-time experiences.”

Since launch several months ago, the content has reached 13.3 million people on TikTok and has driven $1.5 million in earned media value. According to Emotive, when influencer and brand creative ran concurrently in market, there were “statistically significant lifts” in brand metrics.

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