People in Taiwan know Google as an information search engine platform similar to Bing and Yahoo!

Could a search engine give people the power to rewrite their future?

For many years, Taiwan's youth felt their voices were being ignored by their leader who kept failing to listen, causing a series of movements.

In Taiwan's 2016 Presidential Election, Google made its mantra "Do the Right Thing" felt in Taiwan, when the country was in dire need of care and support. Google used its technology for good: channeling its extensive data insights to do something unprecedented. Google created a positive, meaningful impact on the citizens of Taiwan, whilst also demonstrating the magnitude and reach of Google’s resources.

To attract Taiwanese people to Google’s Election Site, first we listened to them. Using data tracking insights from the platform, we learned what political issues they cared about, and grouped them according to these interests and their life cycles. We mapped the users of Google's Election Site over time, then found more lookalike Taiwanese in the digital world.

Next we caught their attention. Our customized ads appealed to each individual’s preferred political topics and updated with content to match the development of the election. Ads evolved as the election campaign evolved.

Our ads were digital invites, a call for Taiwanese to share their voices on Google's Election Site, adding volume to the voice of Taiwan’s people with every new recruit.