Leading the tireless team that launched Google Home Mini was all-consuming, but the campaign absolutely crushed Google’s sales goals, so … worth it. We pushed Mini out of the marketing sea-of-sameness within the tech world, and launched with a cut-through visual system and cheeky tone of voice. Then we went after everything from film to a Stranger Things integration. A huge little launch, the way only Google can.
THIS LITTLE THING?
What’s this little thing? :60
YOUTUBE PREROLLS FOR EVERY INTEREST
TV Time :30
Morning :30
Mickey :30
Dinner Time :30
‘Twas the Night Before Christmas :30
Nighttime :15
A POP-UP DONUT SHOP
For a while we thought there’d be headlines for this campaign, too. But instead, Google loved one headline so much that they turned it into a pop-up shop which let people answer questions for the chance to win a Mini. Or at least, a donut.
EvOLVING MINI, FOR MAX
Max is made specifically for the audiophiles, so we evolved the look we created for Mini, and brought in a little help from Anderson Paak, Major Lazer and Sylvan Esso.
THE CASE STUDY
