While on a gig with 72andSunny, I led the brand strategy for their Google Search account, most notably within their cultural partnerships vertical. This entailed strategically identifying properties across culture, sports and beyond that would be a good fit for Search, and combined with insights into their product and target, creating ways-in for each that became campaign briefs for the creative teams.
For their 2024 entertainment partnerships brief, I looked through TV, film, and music launches across the upcoming year to identify a shortlist of 3 properties that would be a good fit for Google Search. On this shortlist was the highly anticipated Beetlejuice Beetlejuice, due to three important factors: IP, cast, and assumed budget. The IP was widely known and established in culture, which meant we could make visual, thematic and character references in our campaign that would translate to audiences despite whether they had seen the new flick yet. The cast was also poised to have cross-generational appeal for our broad search target, given the range of stars like Gen Z icon Jenna Ortega to boomer-based but broadly beloved Catherine O'Hara. And finally, the movie was expected to be a priority for Warner Brothers in 2024, meaning the film would have significant cultural saturation, and thus create increased relevance for our campaign. While I was onto my next gig before the actual execution and production of this amazing campaign went into motion, I was excited to see this work out in the world once it hit, guided by the creative genius of CD's Whitney Yando and Clare Jensen (sidenote: they're the best in the game).