With their brand eroding from negative public sentiment and the broad distrust of Big Tech, Google needed to build bridges with the new culture shapers: Gen Z. The old playbook of simply throwing money at the problem wasn't working. We helped Google crack the code to shift this brand-wary audience’s perceptions, winning their ❤️s and 👍s.

The recipe: Strike the perfect balance of being Googley (demonstrating innovation and helpfulness), being truly culturally current, and turning ideas into content fast enough to capture that relevance. By speaking the language of our audience and banishing the cringe, Gen Z began engaging. Like, a lot. With increasing success, we were handed stewardship of social channels across Google Maps, Google Trends, and Google Search.