Google is perceived as a foreign company without the necessary local know-how to deliver quality results in local search. Voice search is known to be used mostly for finding goods and services in the surrounding area to one's home.

The brief was the appeal to a young target audience and get them to choose Google Voice search over the local competitor Yandex voice search.

The aim was to increase positive sentiment and number of YouTube subscribers to the Google channel.

Over the course of 3 months (October - December 2016), 5 YouTube bloggers with between 300 000 and 1.5 million subscribers traveled to their Grandmothers in 5 regional cities and threw down the challenge to see who knew the local area better. The YouTubers recorded the humorous conversations and placed them on their own channels for their subscribers to enjoy. Google Russia also repurposed the content on their hub channel.