Google: Search for change
HOW TO LAUNCH AN ASIAN INSIGHT-CENTERED CAMPAIGN WITH LOCAL FLAVOUR?
Google: Search For Change
About the client
Google is an American multinational company, focusing on online advertising and cloud computing among many other things. In this project we worked with the marketing, social and product teams in Google APAC across 3 markets including Singapore, Indonesia and Vietnam.
About the project
Differentiating Google from the multiple voices and sea of content, and positioning Google as part of the local zeitgeist.
Superson dream team
This was a project that required a regional concept but was executed hyper-locally. True to Superson's Specialist Model™, we curated a creative and influencer management team in Jakarta and Ho Chi Minh city to bring cultural nuances to life and leverage the local network. Our content production partner was also based in both cities to ensure operational efficiencies.
Every year on 8th of March, Google offices around the world celebrate the International Women's Day in their own ways. 2023 was no exception. The challenge was to differentiate Google's campaign from the multiple voices and sea of content, and to not seemingly join the band wagon, but to highlight genuine insights in-market to position Google as part of the local zeitgeist.
#SearchForChange took many shapes and forms in uniting women across Indonesia and Vietnam. Our 6 key videos supported by a social activation accumulated more than 130 million total views (and counting) on Tik Tok and Instagram since it launched on March 8, 2023.
130M+Total views on social media channels
1M+Likes on social media channels
18 662Women-led online conversations using the tag #SearchForChange