GOOGLE’S YIS
This Recap Brought 2023’s Biggest Moments to Life.
+ Celebrating 25 years of search!
#YearInSearch
Overview: Turning Google’s Year in Search Into a Multi-Platform Moment
Each year, Google’s Year in Search highlights the moments, people, and topics that captured the world’s attention. For the 2023 release, we launched a multi-platform creator campaign on TikTok, YouTube Shorts, and Instagram Stories. The goal was to raise awareness of the Year in Search by having creators highlight the most-searched topics in engaging, authentic ways—making global trends feel relevant and approachable for their audiences.
Challenge: Presenting Global Search Trends in a Way That Resonates Locally
The Year in Search is a global recap, but short-form audiences engage best with content that feels personal and culturally relevant. The challenge was to find a balance between spotlighting worldwide search moments and giving creators the freedom to interpret those moments in their own voice and style—without losing clarity on Google’s key messaging.
Solution: Creators Shared 2023’s Biggest Searches in Their Own Style
We partnered with 16 creators across TikTok, YouTube Shorts, and Instagram Stories. Each was tasked with highlighting one or more of Google’s top search trends from 2023, but they were free to present it in a way that fit their content style. Whether through humor, personal commentary, pop culture references, or creative editing, each creator made the trends feel fresh and accessible. The campaign made Google’s Year in Search more than a list—it became a shareable experience.
Our Results:
The campaign succeeded in turning Google’s Year in Search into a creative trend in its own right. By leveraging creator authenticity, we made the recap resonate with new audiences across TikTok, Shorts, and Stories.
16 creators 🎨
16 creators brought Google’s top searches to life across three platforms.
104M+ views 🌟
104 million total views put Year in Search in front of a massive audience.
815K+ Likes 🎉
815,000 likes reflected strong audience approval and interest in the content.
45M+ Followers
The creators had a combined following of 45.3 million, extending the campaign’s reach.
855K Engagement
855,000 total engagements showed audiences didn’t just watch—they interacted.
25M+ reached 🤩
25.7 million unique viewers engaged with the content on TikTok, Shorts, and Stories.
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Watch This
Creators Made the World’s Top Searches Feel Relevant
Creators Showcase 2023’s Most-Searched Moments
Each creator approached the content in their own way—whether highlighting a viral moment, reacting to a surprising search trend, or connecting the data to something their audience cared about. This creative freedom allowed the Year in Search to cut through the noise and feel more personal, even though it was focused on global topics.
YouTube Shorts
TikTok
Google’s Year in Search Became a Shareable Moment Across TikTok, Shorts, and Stories
By letting creators tell the story of Year in Search in their own style, Google turned its annual recap into a campaign that felt relevant, creative, and accessible. The result was a wave of content that engaged millions and reinforced Google’s role in capturing what mattered most in 2023.
GOOGLE’S YIS
This Recap Brought 2023’s Biggest Moments to Life.
+ Celebrating 25 years of search!
#YearInSearch
Engineering Social
Engineering Social
DRIVING SOCIAL CONVERSATION AND SENTIMENT IN WAYS THAT WORK.
DON’T WAIT, IGNITE YOUR BRAND.
Sulfur helps clients create authentic content to fit the touchpoints of today's connected world 🌎. We do this by engaging influencers to drive awareness, amplify reach, and gain insights + data 📈 to optimize and scale future growth and performance.