Pixel 2

The Ask
The competition is tough for consumer attention in the high-end smartphone market, so when Google was planning to launch the Pixel 2, they knew content marketing would be a key component of the strategy.

The Approach
What if—instead of watching a video and having to translate the message—we could have someone reach out and guide you from within your new device? Better yet, what if that someone was interesting and fun? Our answer was an approach that “placed” a knowledgeable guide inside the Pixel 2 you just bought. For every flow and feature, well-known YouTubers would take over your device’s desktop to show you the ropes.