Google has launched its first native TikTok campaign in Australia, featuring some of Australia's leading creators, including musician and podcaster Avneesha Delulu, magician Ash Magic, foodie Michael Finch, comedian Mille Ford, and conservationist Robert Irwin.

Created in partnership with independent agency Emotive, the campaign aims to highlight the Google app's potential to play a significant role in Gen Z's lives, focusing on their quest for independence.

Across user generated executions, the creators used the Google app to tackle new experiences, demonstrating its ability to go beyond traditional text-based search queries.

The campaign has already reached 13.3 million people on TikTok and generated $1.5 million in earned media value. It has shown statistically significant lifts in brand metrics when influencer and brand creative ran concurrently in the market.

"The Google app brings users the best of Google Search through multi-modal functionality; like, searching what you see through Google Lens, instantly translating text from another language, or using 'Hum to Search' to find that song you can't remember the name of. To engage Gen Z, we wanted to do more than simply tell them about the app's exciting features and capabilities. Instead we looked to immerse them in its experience. We wanted them to see it and feel it, through authentic stories from people they trust," said Head of Consumer Marketing, Apps and Platforms AUNZ, Laura Pope.

Emotive Head of Social, Talent, and Partnerships, Rhian Mason, said that generating and amplifying real-world value can be far more effective than traditional advertising when targeting Gen Z audiences.

"By creating a singular idea that could be applied authentically to a wide range of creators, the campaign benefited from a cumulative effect. Furthermore, by working closely with creators during the briefing and production process we ensured that the value and usefulness of the Google app was quite literally integrated into the entertainment in a relatable way. This resulted in an impressive number of shares, saves, and rewatches on TikTok, and demonstrated how the campaign was far from being seen as an ad, rather a valuable resource for Gen Z in navigating first-time experiences."