Every year, we put out our much beloved Year in Search film, but this year we were tasked with leveling-up tradition to make it our biggest Year in Search ever with a truly talk-worthy, social-first approach. It was Google's 25th birthday, and with decades of Trends data to look back on, we decided to celebrate the Most Searched people, questions, and moments—not just of the year, but of all-time. I came on board this beast of a project as the Creative Lead responsible for all social across the integrated-campaign, and am proud to have been a part of launching our most successful Year in Search campaign to date.
Year in Search 2023
Film Teasers + Anthem
Each year, as December approaches, we see a spike in people commenting on the previous year’s Year in Search video, expressing their anticipation for the upcoming film. This year, we decided to reply, building on that anticipation and generating excitement for a Year in Search unlike ever before, with two teaser films hinting at what was to come.
Note: I did not work on the anthem film, but am including it here for context.
Stan Cuts
Following the film’s launch, we unwound a collection of special “most searched stan cuts,” specifically designed to rally and engage fandoms, giving them the much deserved credit and bragging rights for helping these icons reach their status as Most Searched royalty.
Stan Polls
Leaving no flame unfanned, we shared posts about everyday fandoms that anyone could stan for, utilized native polling functionality to spark conversation across platforms (and learned that the most prolific stans are the k-pop stans), and extended our reach by partnering with @cristiano and @barbie for collab posts.
