The challenge: Google UK wanted to shift consideration for Chrome iOS amongst 18-34 iPhone users in the UK.

The solution: A platform-native paid campaign in collaboration with brilliant British creators across TikTok and Meta, aiming to demonstrate that creator-led ads drive strong preference. Overseeing the entire process from ideation to sourcing creators, briefing, and go-live, my goal was to work with a diverse selection of brilliantly creative creators who could speak to Chrome’s key features in way that was appealing to each sub-community they belonged to, whether it be through performance (“An Ode to Chrome”), tips & tricks, or ‘A Day in the Life’ content — our three strategic pillars.

The result: By ensuring a collaborative approach in creative, filming, and editing, we produced 54 authentic assets that allowed both the creators and Chrome to shine: the campaign had a higher engagement rate than standard branded content, and the VTR across all video in the campaign was almost double.