Google Pixel Multi-Channel Masterstroke
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Google Pixel rewrote the playbook for impactful creator marketing by engaging with creators in an “always-on” strategy. Their approach to generating evergreen content was to capture brand and product moments through over 180 loyal ambassadors who have a deep, long-term relationship with Google Pixel. The result was a myriad of authentic content their followers couldn’t resist. With the support of our dedicated Google team curated in 2021, Influencer amassed a vibrant roster of creators deployed across various media formats — all leading to stronger loyalty, superior engagement, and more creators at the heart of the Google Pixel brand. The creativity of the #TeamPixel ambassadors is the cornerstone of this successful creator marketing strategy. Their stories, where Google Pixel is a magical tool, resonate because they are authentic, which builds trust and loyalty. The success of this approach catalyzed a transformative extension of Google Pixel's ambassador reach — from simply being social channel stars to becoming influential figures across TV ads, events, and primary marketing channels. Recognizing their immense potential, Google Pixel amplified their ambassador-led marketing efforts, making these vibrant personalities the powerhouse behind the brand's remarkable marketing success. They didn't just see the opportunity — they seized it with conviction.
The Challenge
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Xbox Game Pass
Influencer and Xbox partnered with a selection 5 diverse PC gamers from both top tier and macro levels with highly engaged audiences in the US and UK to raise awareness and drive conversion of the new Friend Referral feature. The campaign focused specifically on PC gamers, rather than gamers in general, which required in depth sourcing and vetting processes but was driven through with the hope that the campaign outcome would resonate better with the more targeted audience. Because of this, the content created was authentic to each creator and their audience which led to a high level of diversity in creative that could then be pushed out in paid format. This campaign was executed in under 10 business days from kick-off to execution which required seamless communication and strict timelines. The campaign's performance metrics underscore the remarkable level of engagement it achieved, with over 34 million views across five pieces of content. An impressive 5.8 average watch time and a 25% 6-second view rate highlight the campaign's effectiveness in captivating the audience. This success demonstrates the importance of using authentic and relevant content, as well as integrating the brand through elements such as logos, text overlays, or audio to maintain audience attention. Through the success of this campaign Xbox has already renewed with us for future campaigns.
Shark FlexStyle
For two months this summer, Influencer was tasked with the end to end campaign execution of our fifth Influencer activation with Shark Ninja, driving awareness and increasing purchase intent of Shark FlexStyle, cementing it as the number 1 hot air tool on the market, across TikTok and Instagram.
The strategy content was focused around multiple summer themed activation themes which included holiday hair hacks, festival hair routines and ways to beat the frizz. The campaign was also supported by Shark’s sponsorship of Love Island. Over the two month of the campaign running, every element of the content over achieved to unprecedented levels. Across the 79 pieces content over 36K saves were generated which is unparalleled to any previous Shark campaign and Influencer campaigns of this size in general. The scale of these saves shows a strong intent for the audience to revisit the content on a continued basis keeping Shark FlexStyle front of mind and future purchases inevitable.
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