Google Canada’s Hardware Show, Not Tell

Google| Influencer Marketing, Paid Media, Public Relations| 2017-2018

Each fall, global tech giants unveil their new product line-ups to anxious fans. For Google Canada, 2017 marked its largest hardware launch to-date. We knew it would be important to not only tell, but also show Canadians how #MadeByGoogle magic could enhance their everyday routines.

Where did we start?

Knowing that education would be key – we focused on how each new Google product would make life easier, more efficient and fun for Canadian consumers. Relatable use-cases would be critical to winning hearts and minds of early and late adopters alike, and engaging the right storytellers would be pivotal.

What did we do?

We set out to identify, recruit and secure exclusive relationships with influencers and content creators who would adopt, tell immersive stories, and advocate for these new products. Over the course of three months, close to 100 influential Canadians from coast-to-coast were engaged to form the Made by Google Collective and share how Pixel 2 and Google Home elevated their daily routines.

How did we do?

Almost 1,500 content pieces were created within a three-month period that showcased the authentic integration of Pixel 2, Google Home and the larger Made by Google family into the lives of our Collective. The program drove awareness, sales and provided the Google team with insights into the Canadian market that will guide future programming for the brand.