Google
Found on Chrome
The Challenge
Search behavior is evolving fast, shaped by new social media habits. With countless browser options, Gen Z isn't forming strong brand loyalty and Chrome usage alone is behind in driving preference. The question: how do we make Gen Z care about a new way to search on Chrome?
The Insight
Gen Z is naturally curious and constantly chasing smarter, more efficient ways to do things. They embody the mantra “work smarter, not harder.” Yet, as search shifts to social-first platforms, Chrome risks losing relevance. To win with Gen Z, we had to connect Chrome's search tools to their need for speed, efficiency, and discovery.
Our Solution
We built a social-first campaign that made Chrome indispensable by showing how Google Lens in Chrome helps Gen Z instantly turn curiosity into clarity.
Hook-led storytelling: We built a series of social paid posts where every ad opened with an immediate, visual hook designed to stop the scroll. Each hook dropped the audience into a unique moment of discovery, sparking curiosity and inviting them to see how Google Chrome made that moment possible in the first place.
The Chrome Ball: A creative device that transports characters back to the moment of discovery, positioning Chrome as the ultimate bridge between curiosity and clarity. By embedding subtle but consistent brand cues - like the Chrome colors and browser icon, this device reinforces brand attribution. The “ball” isn't just a storytelling mechanism, it becomes unmistakably Google Chrome's symbol of exploration.
Blending UI + live action: Real-world Gen Z scenarios were paired with in-browser UI shots to show how Lens naturally extends their everyday search behavior. This seamless blend grounded the storytelling in authentic contexts while visually reinforcing Chrome's role in the journey from curiosity to clarity.
