LILIAN LEE
LILIAN LEE / DESIGN LEAD + UX
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Google Thai Search

Google Thai Search

Can search be fun, we asked. What if we used search trends, like the ones below, to generate cheeky report on a country's culture? We decided to enter the New Year with the celebration of Thai culture and a series of social posts appearing 'live' on Facebook and G+.

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The idea

In a celebration of Thai culture and local trends, we highlighted the most shocking, delightful, and funny searches across the past year. The topics were carefully selected to appeal to the audience’s emotions and biases to spark engagement and debate, while highlighting how the Thai use Google Search.

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How

Over six days, we created two posts for the morning and evening. First, a teaser post prompting people to guess which search topic was more searched to generate buzz and engagement on our Facebook page. Then, we revealed the answer to these search questions in the evening.

Example:
Morning Post What was searched most last year? Snake Dream vs Tooth Dream?
Evening Post Results Snake Dream 57% Tooth Dream 43%. And we experimented with other searches like Look Thep Dolls vs Look Maa (Dogs), Snow in Thailand vs Water in Mars, Happy Monday vs Happy Wednesday, Tall Ghost vs Intestine Ghost and The Face vs The Voice.

 

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Results

  • Total Engagement for all posts, across all platforms (FB/G+): 268,038
  • Average Engagement per post (FB only): 22,266
  • Average Boost: $865 per post
  • CPC: $0.04
  • Total Media Spend: $10,387

Other observations: 

  • 3x more comments on questions post vs. answer post