Creating interactive Instagram filters to engage Search users


Google wanted to develop a social-first campaign for the Search app in APAC, leveraging the Lunar New Year period’s cultural traditions and festivities.


Inspired by the the trending trivia format on social media channels, we created an Instagram filter that aimed to engage people and integrate their Google Search behaviour into an interactive social-first activity.

With tech built entirely in-house, our filter prompted users to interact with the content by moving their head left or right, to see what their New Year search says about them - featuring humorous badges, cultural nuances and confetti. Watch the video below to see it in action.