Google Home Mini: YouTube
Moments of Magic
Over the course of a three-year engagement, we used consumer signals, custom dynamic frameworks, and deep media collaboration to reinforce Google Home’s helpfulness in converting old behaviors into new ones. This was done through careful evaluation and paring of consumer moments, actual product usage data, device benefits, and relevant messaging throughout the calendar year(s).
Google Home Mini made relevant to everyone on YouTube, at every moment by creating a series of effective and scalable YouTube :06 bumpers spanning trending content, categories, and cultural tentpoles (mass-reaching media moments) such as the Winter Olympics.
Someone searching for skiing related content during the Winter Olympics would receive the :06 below (VO: “Hey Google, what’s a slalom? A ski race down a winding course marked by flags or poles.”)
The campaign was hugely successful due to its scalable platform with customized content delivered at relevant moments:
Everyday moments that matter -
Morning, Afternoon, Downtime, and Family TimeTopical YouTube moments -
Humor, News, Sports, Travel, Parenting, Movies, Kids/Games, Consumer Electronics, Home Improvement, CookingCultural/Tentpole -
GRAMMYs, Super Bowl, Winter Olympics, Academy Awards, March Madness, MLB Opening Day, NBA Finals, and Retail (Valentine’s Day, Mother’s Day, Graduation, and Father’s Day)Trending YouTube content (monthly) -
“Infinity Wars Trailer”, “Walk on Water Eminem”, “Jennifer Lawrence Jimmy Kimmel”, “Christmas songs”, “Deadpool 2”, etc.