I led Google's 2025 Gemini Back to School influencer campaign promoting the one-year free student offer. I developed the creator strategy, matched talent to authentic product use cases, and partnered cross-functionally to activate 18 Gen Z creators across TikTok, YouTube, Instagram, Snapchat, and X.

Campaign Results

111.4M Views • 57.1M Reach • 51.2K Product Signups

THE CREATIVE PROBLEM

Google needed creator content that would introduce Gemini to students and drive adoption.

Traditional product demos explained the product, but they didn't feel native to the creators Gen Z already trusted. The opportunity was to show Gemini through everyday moments that felt authentic to each creator's audience.

THE INSIGHT

BUYER PSYCHOLOGY →  Gen Z is more likely to try a product after seeing a creator they trust use it in a real situation. The content has to feel native to the creator—not like a brand ad.

THE CREATIVE SOLUTION

I created a framework that separated strategic direction from creative execution. The brief defined what needed to be communicated, while creators had the freedom to tell the story in their own voice.

Each creator was paired with the product use case that best matched their audience, making Gemini feel like a natural part of their content instead of a scripted brand integration.

MY CONTRIBUTIONS

• Developed the creator strategy and selection criteria
• Matched creators to product use cases based on audience fit
• Wrote creator briefs that balanced strategic guidance with creative freedom
• Created product education materials for creators