I devised and developed a brand new content format for Google UK’s YouTube channel, which became the face of a number of high-profile social campaigns.
For many years the Google UK YouTube channel had been used in quite a functional way.
The output was almost exclusively informational, product-led content, as well as ads which had been made for TV.
The audience was fairly sporadic, and the ad creative was performing much less efficiently than it should be, because it wasn’t made with the platform in mind.
A Platform-First Approach
Working for Jellyfish, I created Saved by the Search to demonstrate the absolutely crucial role Google plays in all of our lives, in an internet-friendly and engaging way.
In addition, the concept would serve as a key content series for the channel, bringing in new social audiences and building a community around a regular series.
The idea was simple: Take a creator, and ask them to do something they’ve never had to do before in their lives.
When they get stuck, they’re allowed to ask Google for help.
However they only had a certain number of Google searches to complete the challenge – so they had to choose wisely (and make a tit out of themselves when they ran out).
After a run of episodes drew in a new, more highly engaged audience for the Google UK YouTube channel, the format was repurposed for Google’s flagship Pixel campaign.