R/GA

London, United Kingdom
TitleGoogle Year in Search
Agency
Campaign GOOGLE YEAR IN SEARCH
Advertiser Google
Brand Google
Date of First Broadcast/Publication
Business Sector Search Engines
Philosophy We built the Year in Search, starting with a thought-provoking film. Then we invited people to explore search stories in greater detail on our platform, in multiple languages, on any device. Our stories exploded in culture with posts and tweets from fans and brands, and journalists used our data insights to inform their own reports. Within days, some of the biggest names got involved. It all came together on New Years Eve, with a monument to the year in Times Square, touching the hearts of millions of New Yorkers with data driven stories relevant to the city, day and time.- After one month, our film saw 32Million views - We attracted over 2.6Billion social impressions. - 26% increase in positive sentiment YOY - Over 40,000 #tag mentions (up 15% YOY) - Over 400,000 social interactions (4x higher than previous years) - Our content performed 20% higher than Google’s handle average - Over 200 influencers participated in the campaign. - We saw posts from the world’s biggest names: Jared Leto, Iggy Azalea, Game of Thrones, and more. We are confident that the performance of the creative hinges on the power of search data in telling an amazing and fresh story.Google has lost a little of its brand love in the last few years. People see the business more than the personality and lack a powerful emotional connection. Increasingly, other brands are cluttering up this space making it imperative that Google stands out and delivers something genuinely unique, moving their relationship with their audience from functional to emotional. Our insight was clear: somewhere in the things we search for is a little bit of who we are. In 2014 the world searched trillions of times, a massive data set that offered us a snapshot of the times we’re living in. We set out to turn big data into an even bigger story, reinventing Google’s yearly review, and answering the question: what do our searches in 2014 say about us? Most importantly we wanted to embed this unique story in the fabric of popular culture. 
Media Type Case Study
Length
Executive Creative Director
Account Director
Creative Director
Associate Creative Director
Associate Creative Director
Account Planner
Technology Department
Group Director
Senior Open Standards Developer
Senior Open Standards Developer
Copywriter
Designer
Senior Visual Designer
Senior Visual Designer
Senior Visual Designer
Producer
Producer
Producer
Creative Director
Copywriter
Executive Director
Junior Creative
Junior Creative

Our Work