Millions of people procrastinate online daily.

Part of them is killing time asking ridiculous questions in Google search.

We found a way to convert procrastinating searchers into volunteers for good. Google partnered up with volunteer foundations which main goal is also to search (for people, donors, etc.). We gave them an opportunity to explain their cause by answering the trendiest rhetorical questions asked in Google in order to get more volunteers.

Selected volunteer foundations provided pertinent answers to the trendiest rhetorical questions. Questions, that are commonly asked with mobile Google voice search (ex. “Ok Google, what to do?”).

Explaining their cause in the video-answer, foundations dragged people from online procrastination to volunteering and helping those in search.

Video-answers reached 1,5 mln views in 2 weeks.

With 53% viral views.

Videos started to appear in organic mobile search.

We helped to solve locally relevant social problems:

216% rise in pet adoptions

184% rise in donor submissions

+31% rise in volunteers willing to join regional people-search.

The project contributed to huge growth in Google’s brand health metrics:

“Google builds products that make my life better.” +4ppt

Google’s search share rose to an all-time high in Russia – 35%.