How do you amplify the emotion inherent in the AFL with the power and reflection of Google search? You pour over 248hrs of footage, analyse thousands of Google Trends and turn the data into a compelling story of progress in the face of adversity, inspired by the moments that set fans searching.
The campaign launched 48 hours prior to Grand Final day with the hero film appearing in the YouTube masthead.
Come Grand Final Day, the film was played during the half-time break and distributed online with one of sport’s biggest ever social seeding strategies – seeing 15 current and former players simultaneously upload the film across Facebook, Instagram and Twitter.
“This season has started so many conversations. Conversations we needed to have, and I think the game is the better for it. Seeing that there’s been record Searches for AFL Women this season in Australia is incredible and to be a small part of that is so humbling.”
Tayla Harris, AFLW Star