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Google. Year in search 2017 feat Kasta

Заказчик: Google
Исполнитель: SLAVA
Google. Year in search 2017 feat Kasta

Описание

Rap become a powerful cultural trend in Russia in 2017. Google used this trend to turn it’s “Year in Search” video into a piece of local culture. We partnered with a famous Russian Rap band - Kasta and asked them to produce a song based on the most popular search queries of 2017.

Поставленная задача и ее решение

Google is one of the leaders among search engines on the Russian market. As far as product features go Google leads competitors in every way, but there is one area in where Russians would give their competitor the vote. In order to strengthen its leadership position, Google had to communicate to people that the company has local expertise.

We created an online video for the people with the potential for organic shares. The video has been placed on YouTube and was promoted using Google instruments. A microsite was also created. People could find out more about each of the trends.
And of course, we were depending on earned media and PR.

Скриншоты

Видео

Достигнутые цели и KPI по итогам запуска

№1 in YouTube trending videos.
The most likable video in Google Russia history.
10.7M complete video views.
Users made 13,6K+ posts with 2,9M reach.
They left 130K+ likes, shares and comments in total.
22.5K new subscribers to Google Russia YT Channel.
Comparing with previous year reach was increased by 8 times.
Золото
• Лучшее Social Media Телеком / IT / интернет-компании
Tagline Awards 2018
Серебро
• Лучшая музыка / саунд-дизайн
Tagline Awards 2018
Шорт-лист
• Social Media
• Совершенное исполнение (Craft)
Tagline Awards 2018

Дата запуска

13 декабря 2017 года

Авторы

Creative directors: Denis Lapshinov, Victor Sokolov;
Creative group head: Anna Migaleva;
Art director: Ksenia Leonova;
Account supervisor: Dasha Shnipko.

Номинации

Social Media
Social Media → Телеком, IT и интернет-бизнес
Кампании / креатив
Кампании / креатив → Видеопроект
Совершенное исполнение (Craft)
Совершенное исполнение (Craft) → Музыка и саунд-дизайн