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.
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.