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Portfolio home · Brand Strategy · Creative Campaigns · Partnerships · Brand Experiences
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Creator marketing & campaign strategy / Google Gemini / September 2025
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.
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111.4M views / 57.1M reported reach / 51.2K product signups
Campaign totals across 58 posts.
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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.
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Seeing a trusted creator use Gemini in a real situation could make the product easier to understand and imagine using. Audience fit and the creator’s own voice shaped the approach.
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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.