Google App taps creators for full-funnel campaign

Searching is so much more than just typing some keywords into a bar. The Google App tapped Newfangled to build a truly social campaign that got audiences excited about all the new ways to search they were missing out on.

More than just another Influencer Campaign

The average iPhone user may "Google" something a dozen times a day, but many of them have no idea what the Google app, built just for iOS, can do. So Newfangled Studios was brought in to help open eyes and change behaviors with a cross-platform, cross-continental campaign that had to feel authentic, approachable and truly current.

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1 app, 8 creators, 128 videos

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Tyler Gaca:

Tyler’s desire for some playful, partner-related independence is the spark for using Google Translate in the moment.

Pattie Gonia:

The Discover feed is perfect for Pattie, an unmistakable activist and adventurer whose interests range from mountaineering to drag culture.

Nicky & Pierre:

This online super-couple makes hit content 24-7, so when they need a quick break, the Google app tells them the quickest path to a tasty treat.

Boys World:

Up-and-coming Gen Z girl-group Boys World are always in harmony, And when they need to downshift, What to Watch is perfect for finding a movie with no stress.

Sam Tompkins:

Even a singer-songwriter on the verge of blowing up like Sam sometimes gets a song stuck in his head. It’s a perfect match for the Google app.

Karen Brit Chick:

Karen is an NYC Fashionista, but she isn’t about paying 5th avenue prices when she can use Lens shopping to find fashion anywhere.

Habiba Da Silva:

There’s no one in London better at spotting trends than Habiba, but now she doesn’t even have to leave home to do it. All she needs is the Google app and screenshot.

Frederic Chen:

Frederic may be a style influencer within the LGBTQ+ community, but he’s an NYU student first, which means sharing his notes with friends via the Google app.

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Hyper Specific Social

After a whirlwind two weeks shooting creators in four different cities across two continents, Newfangled delivered 159 different assets on time with 100% of the social videos and static ads passing the platforms’ rigorous best-practice scorecards.

"Overall, love, LOVE, LOVE! Or more specifically, *chef's kiss*"

"This is beautiful! Outstanding work."

"You guys were the best partners for this. I so appreciate everything you did to help bring the story of Team UNBROKEN to life!

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