Rerouting Google Maps Social
CHALLENGE
Gen Z is hungry to experience life — but they also want to feel prepared and have more information when planning and making decisions. Google Maps wanted to update their social approach to resonate with this younger audience and help them explore the world with confidence.
APPROACH
We refreshed Google Maps’ social strategy to drive brand love and showcase unique features that can help Gen Z discover and plan. We adopted a peer-to-peer tone, leaning on memes and internet formats while conveying Google Maps’ helpfulness to a social-native audience — and carving out our own lane along the way.
Results
173%
increase in average
engagements per post
11%
increase in
positive sentiment
#1
account across Google US
channels in Q3 (Instagram)
21%
increase in retweets
from Gen Z