Our goal was to bring Google’s new sound search feature to market in a fun way, where anyone could identify a song simply by humming a few bars.
We discovered that 50% of song-related queries on Google are people searching for songs they’ve recently heard, and 90% of people claim to get a song stuck in their head every week.
In a year where there was so little to be joyful about, we wanted to design something fun for people to do at home or virtually with family far away.
The beauty with Hum to Search was in its simplicity; something everyone could understand, use and enjoy.
Partnering with The Late Late Show we turned Hum to Search into a game. James Corden and the show’s bandleader, Reggie Watts, challenged each other in increasingly crazy ways until we had two 8-minute segments called The Hum Off.
The segments were posted across the show’s YouTube and social, with paid amplification, garnering 5.5m digital views overall, with an average watch time of five minutes.
During our campaign, sound search traffic doubled from 100m to 200m queries alongside a 25% increase in hum-related searches.
in Sound Search traffic
+ 0 %
in hum-related searches
in just five days
for our first integration