Google Holiday 100
The Holiday 100 is an annual gift guide inspired by real-time Google Search trends. To make it stand out during the busy holiday shopping season, we created a distinctive, branded shopping experience that seamlessly connects inspiration and e-commerce, helping shoppers discover and purchase the perfect presents.
The Challenge
Cut through the holiday shopping noise with a shoppable editorial experience for this year’s top trending products.
A merrier, brighter take on holiday gift guides
We viewed the Holiday 100 as a chance to reimagine the traditional gift guide, transforming it into an editorial, story-driven e-commerce experience. By blending custom photography, print materials, and social assets, we created a curated holiday journey that embodied the season's spirit and inspired gift-givers around the world.
This ambitious project was a true collaborative effort, involving Google teams, partner agencies, 100 products, and celebrity talent. Together, we produced and launched hundreds of tailored assets across key holiday milestones, delivering a seamless and engaging experience at every touchpoint.
The Idea
Let Search trends lead the way, taking the iconic Google brand into bold, vibrant new territory.
Navigating the blizzard of holiday gift guides
To set the Holiday 100 apart, we anchored it in real-time Google Search data, creating a unique narrative. Guided by real trends, shoppers could trust the marketplace's recommendations. Powered by billions of searches throughout the year, this is a story only Google Shopping could tell.
We harnessed the power of recognizable Google brand elements to create a visually compelling, holiday-inspired look that felt both elevated and accessible to users and stakeholders alike. We paired Google's brand typography with a modern serif to create a sophisticated yet approachable look, and a vibrant holiday color palette and dynamic imagery allowed the products to take center stage.
Holiday 100 custom color palette
Typography setting
Google 2024 Top Trend product badge
Turning up the holiday sparkle
Our photography approach worked seamlessly with the visual system to give the 100-product lineup a cohesive, curated feel. We blended festive celebration with everyday authenticity, showcasing each product in relatable yet aspirational settings. With candid moments, warm lighting, and holiday touches, we captured the joy of the season. To drive engagement, we released eye-catching social GIFs that drew attention and encouraged clicks.
Guiding users through an e-comm wonderland
For the first time, the Holiday 100 was featured on Google’s new Shopping platform, offering a unique opportunity to blend an exciting holiday experience directly within the shopping journey. With products instantly shoppable, the platform connects users to the best deals, reviews, and trusted retailers, making it easier than ever to find and purchase top gifts with confidence.
To enhance the experience, we leveraged Search trends to guide users, highlighting them with a fun, engaging tone throughout the page. A modular design approach was used to simplify and organize the shopping flow, ensuring a seamless and enjoyable experience from start to finish.
Snowballing our concept, expanding our reach
Reaching our largest audience required us to think beyond the site, so we invited even more shoppers into the Holiday 100 experience through a targeted, multi-channel approach. We created dynamic templates to speak to multiple audiences across publications like ELLE, Esquire, Harper’s BAZAAR, and House Beautiful. We also crafted an editorial journey that spanned three key shopping weeks in the New York Times. Our reach extends across social platforms with fresh, dynamic content designed to showcase our featured products and connect with audiences wherever they are.
Putting a bow on it
The Google Holiday 100 evolved into more than a shopping destination–it became a source of inspiration. Drawing together the best gift ideas from billions of annual searches, our campaign experience serves early shoppers, trend seekers, and last minute gift grabbers worldwide.
The Instrument team is an amazing
collective of thoughtful, strategic, and
creative partners who helped us bring the
Holiday 100 to life within a new and
delightful consumer experience across our
entire marketing activation.
Our Services
Our Role
Strategy
- Integrated Marketing Strategy
- Content Strategy
- Audience Research
- Cross-agency Collaboration
Design
- Art Direction
- Visual Design
- Motion Design
- Creative Direction
- Design Guidlines
Content
- Copywriting
- Photography Production
- Post Production
- Brand Partnership Outreach