The Search Stories campaign was developed at Google Creative Lab which was a playground where engineers could create and experiment on different things to test out new projects. It gave Google’s engineers an outlet for their creativity. Out of that came Google Search Stories, a simple idea
A lot of Google’s best ideas came out of Google Labs and the Google policy of providing 20% of employees time a week to work for innovation. Some of the most successful projects that came out of the commitment to innovation were Gmail, Google Goggles, Google Maps, Google Reader, and Gesture Search.
With Search Stories Google could tell emotional stories that resonate using the very tool that gave the company its success the search box. They would choose a Search Story called Parisian Love as their Super Bowl ad in 2010. They had actually released the ad on YouTube on November 9, 2009 and chose it because it had gotten such a great response.
After the success of the ad they created a simple tool that gave people the change to share their own search stories. Here you could create your own Google Search Story and put it online for the world to see.
What this entire campaign did was remind people how much search has and continues to impact our lives. It shows what Google is known for in a way that people can relate to, in a way they can understand and root for and that is a branding exercise worth the effort if I ever heard one.