writer + content strategist
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Google X Snapchat

 
 

DIGITAL CAMPAIGN

Google x Snapchat

 

Google's Made with Code joined forces with Snapchat to inspire teen girls to create the tech they love through the #MyFutureMe Challenge. To get the word out to teens across the nation, they asked our team to create a cross-platform digital and social campaign.

 
 
 

We delivered a powerhouse of high-performing Snapchat ads, organic social content, and extensive partner promotion with badass women like education activist Malala Yousafzai (pause for fangirl moment!). Together, we blew our submission goal out of the water.

 
 
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We kept real girls and women at the center of the creative throughout the campaign – from taking over Made with Code's Instagram with videos created by female role models calling on girls to code the future, to weaving direct quotes from each girl into our finalist announcement asset.

 
 
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The finalists got to attend TEDWomen in New Orleans, where they received mentorship from Google engineers and worked with the Snap design team to create their own Snapchat Lens. Our team came along to create an internal-facing video for Google.

 
 
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The campaign culminated in a big announcement: the winner of the challenge, Zoe, got to take a trip to Snap Inc. and Google HQ. Her reaction to the experience was my favorite part of the project:

 
 
 
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Beyond the impressions and swipe-up rates, our team was proud to support an effort to show girls they have the power to shape the future.

 
 

 
 

Awards
D&AD Pencil 2018

Press
USA Today | Seventeen | Teen Vogue | Keyword

My Role
Scripts and storyboards (internal video and sizzle reel), video editing direction, social and web copywriting for Google and partners

Team
Writing: Emily Jensen, Russ Meyer, Allison Graff
Creative Direction: Cat Hyland, Alicia McVey, Rick Albano, Carolin Harris, Otis Rubottom, Jen Nelson
Art Direction + Design: Heather Kenney, Melissa Showalter, Nicole Schultz, Kaycia Ogata, Kate Digilio, Trent Edwards, Chandler Subra, Ryan Michael
Strategy: Natalie Padilla, Stewart Pratt
Account: Kate Malinoski, Jamie Komitor
Production: Emily Parry, Kelly Scott
Studio: Amaren Colosi, Maki Katsumoto, Marta King

Made at Swift