I evolved an early short-form creative concept into a repeatable paid social framework for Gemini, writing the launch scripts and helping drive a 134% lift in CTR and a 3% increase in consideration.
Gemini needed a scalable short-form creative system for Meta, TikTok, and YouTube Shorts that could perform in paid media. Existing product demos explained features but weren't built to stop the scroll.
The challenge was to create a repeatable format that grabbed attention first, demonstrated the product second, and consistently drove consideration and clicks.
145% Instagram engagement lift 163% Audience engagement lift
134% CTR vs benchmark 3% Consideration lift
Named Google's top social post of the week in the internal CMO newsletter. The success of Prompt Shorts established the framework as a repeatable creative approach, which was later adopted by other teams across new Gemini campaigns.
PERFORMANCE INSIGHT → The scroll stops when people recognize themselves. Product demonstrations became more effective when they were anchored in familiar, human situations rather than product features.
I built Prompt Shorts around a single, repeatable structure:
1. START WITH A RECOGNIZABLE MOMENT Open on a situation the audience immediately recognizes—writer's block, naming a softball team, planning a trip, or summarizing an overwhelming document.
2. DEMONSTRATE THE PRODUCT IN ACTION Show Gemini solving the problem in real time, using the actual interface and a prompt viewers could imagine using themselves.
3. END WITH POSSIBILITY Close with a simple invitation to imagine how Gemini could help in their own life, leaving the audience curious enough to try it themselves.
Every script opened with a situation people immediately recognized—the presentation due tomorrow, the email rewritten four times, the trip that still wasn't planned. The product came in second, making the creative feel relevant before asking viewers to care about Gemini.
http://youtube.com/shorts/2qPCWtUIp-c?si=1aODvgafim-4A-Kc
WHY THIS CONCEPT:
Made Gemini's long-context capabilities instantly understandable through a familiar moment of information overload.
https://www.youtube.com/shorts/8FibZxaTnzg
WHY THIS CONCEPT:
Turned a small, relatable decision into a playful demonstration of brainstorming.
https://www.youtube.com/shorts/1Hect2lnk_8
WHY THIS CONCEPT:
Showed how Gemini could make an ambitious goal feel achievable through practical planning.