Creativity through social media is Google France's motto.
And because French people are French, Google tends to develop a very local approach of the brand on social media.
In February, Google launched Mont Blanc 360, a new brand campaign including the Street View Special collect project on Mont Blanc.
Social media plays a massive role in the campaign with a unique takeover of Google France's Twitter account.
Inspired by the long tradition of French storytellers like Roger Frison-Roche, we wanted to tell the painful, unpredictable, and dangerous but stunning story of this legendary mountain, bringing emotion to our audience on Twitter.
Our idea: create the first digital ascension of the Mont Blanc by Pegman, the famous Google Street View character. Hashtag #MontBlanc360.
On January 21st, we brought Pegman from the Saint Gervais and Chamonix valley to the summit in an epic journey, using the full range of Twitter creative features (polls, emoji art, autoplay vids, gifs, interactive scratchreels, RT or Fav, etc.) to tell the story, engage people and influencers, and showcase Google's glorious content.
(When you play the video below, don't forget to activate the subtitles)
Despite having limited paid media resources dedicated to engaging users, the hashtag #MontBlanc360 became a national trending topic, organically, throughout the entire morning of the campaign.
Brands and athletes have been involved in the content creation, which gave extra visibility to our tweets.
In total, we accumulated 68,5 million impressions and averaged a 7,8% engagement rate per post during the campaign (more than twice the average engagement rate).
