THE CHALLENGEGoogle wanted to assert itself as the go-to search tool for music queries in Indonesia by delivering a rich mobile experience, everyday, to everyone. But to reach its target impressions of +500k, it needed to utilise other digital channels that would drive the people to search.
To show the power of the Google app on a human and functional level, we produced 7 videos titled, "ABC OK Google", featuring 14 musicians and influencers. The KOLs each had to perform a challenge that highlighted the app's key features.
Views on YouTube
Higher than its initial benchmark
Increase in Google app’s daily music search
The videos got more than 600,000 views on YouTube, 66% higher than its initial benchmark and a similar campaign made by another brand. Ultimately, this channel increased the Google app’s daily music search and average users by 15%, while the overall campaign resulted in +50 UGCs from consumers re-creating the ABC OK Google game.