Trend The Syrian War uses real-time data to shine a light on our shocking search behavior. With the help of Google Trends, we created an algorithm to scan all search terms in Germany. It identified thousands of keywords that are searched for more often than Syria. The search trends were visualized in real-time on our platform. We then used the search data to target users based on their search behavior. With the help of this data, the campaign highlights the dramatic lack of interest in the country, which has been plagued by war for ten years.

Not only the media has lost interest in the Syrian war. Our search behavior shows the same. While it’s not all too surprising that Netflix and Kim Kardashian are searched for more often than Syria, it is shocking that Tax Return or Asparagus are trending topics and not the war. The campaign reflects the interest in Syria with different search terms from everyday life for the last 10 years. Doing so highlights the dramatic lack of interest in the country, which has been plagued by war for 10 years. The data-driven platform shines a light on shocking search results like never before. To cut through all the noise, the Action Alliance for Disaster Relief needed a revolutionary approach. An approach based on real-time data. We used this data to compare the results in real-time on our platform and in our advertisements. This way, we were able to use the data to tell a story in a new way. Because the fact is our search behavior speaks volumes about what’s important to us. The data was integrated into our platform and allowed users to discover Germany’s trending topics – or at least those that trend compared to Syria. Targeted online media as well as an accompanying influencer campaign generated awareness, drove traffic to our platform and collected donations. The campaign ran in Germany. The data was used to target users according to their search interests on online media, social media, print and out of home. The campaign launched in March 2021 and ran until July 2021. However, the landing page is still active. Donations increased by 72% compared to last year's campaign. And the search behavior started to change, making Syria more relevant than other topics again. Search queries for Syria went up by 83% compared to prior months.