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Toaster

Core disciplines: Advertising/Creative, Branding / design, Creative technology

 

Google Photos, “The new essential picture app”, provides free storage, automatic organization and smart searchability for all your photo memories. We were tasked with increasing Photos daily active users among a younger, tech-savvy audience with social-first brand marketing.

Working hand-in-hand with the Google team, we created the #EasyThrowback campaign, inspired by the nostalgia and popularity of the #TBT trend. We created posts on Google’s social platforms that captured the nostalgia behind #TBT and encouraged users to easily find and share their throwback pics using Google Photos. We expanded our campaign through partnerships with Buzzfeed, Jimmy Kimmel Live and the NHL to capture our audience and get them to experience the magic of Google Photos.

Each week we created relatable, nostalgia-themed posts on Google’s Twitter, Tumblr and Instagram channels. Each post encouraged followers to use Google photos to find their own photos based on the theme and share them using the #EasyThrowback hashtag. We also created a series of handcrafted, stop-motion GIFs featuring Google founders Larry Page and Sergey Brin that were insta-favorites on Google’s official Instagram.

Promoted trends and sticky tweets: 346M impressions, 43M engagements Promoted tweets: 684k engagements

Buzzfeed Partnership

We partnered with Buzzfeed to creative direct an entire old-school, digital game experience, called Beat the Clock, at their 90’s Throwback Night party. In this game guests raced to find a photo of the searchable term they landed on and spin the wheel to win awesome prizes. With 60% of guests participating and revisiting the game for more chances to play, it easily stole the show. We creative directed everything from the invitation designs, signage and swag, to the custom on-site event activation that made our game totally rad. Also, in the spirit of good brand vibes, everyone walked away with a prize, because as long as you’re using Google Photos, you’re a winner.

Jimmy Kimmel Live Partnership

In a partnership with Jimmy Kimmel Live we leveraged a six week co-branded social campaign. Jimmy Kimmel posted a nostalgic #EasyThrowback photo every Thursday leading up to a huge in-show integration that featured Jimmy using the app in a comedic bit written by the show’s creatives.

On-air TV: 3.1M viewership, 10+ in show mentions

Digital Campaign: 12M social impressions, 67K engagements, 150K YouTube views

We created animated ad units, with audio, in malls across the U.S., bus shelters, subways and newsstands in New York and mass-transit trains in Chicago to create buzz and speak to the ease of finding and sharing memories with Google Photos. Each image was carefully selected to showcase high-impact, attention-grabbing photography that captured people’s attention while on the go.

We created a compelling throwback-themed video to be shown at a series of National Hockey League games throughout the US. The video demonstrated how easy Google Photos makes it to find photos by simply searching for words that describe the pic. Each NHL team was able to customize the video, which created a deep connection with the audience of diehard fans. We managed to feature some never before seen, historic team photos that definitely scored big with the NHL crowds.

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