“Seen on Pixel” brings to life what Real Tone represents. It is a montage of beautiful photography of individuals and families from all walks of life.
Representation and equity in everything should always be the norm and the default. And until we reach it, our goal at Google will always be to make gains in the world every day through our products and storytelling.
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#SeenOnPixel IG posts, Reels, and story copy written by Mary Wagner with Senior Art Directors Laura Zarate and Robyn Segal; animation by Ryan Morace and Ryan Piracha. Created for Instagram (@googlepixel)
#SeenOnPixel
Kicking Off The Brand
Like all new campaigns, we had to build a strong foundation. We started at the very bottom. From pitch decks to TOV guidelines to interview questions to briefs... we did everything.
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1) We learned who our audiences were and defined how to speak to them about being seen.
2) Carefully vetting underrepresented groups (URG influencers) to best represent Google Pixel and its brand, we worked with an influencer agency and built a calendar to scope out 4 new creators a month.
3) From there, we kicked off a working brief to help guide the client, stakeholders, strategists, creatives, influencers (and the influencer agency), as well as our account team, to keep a consistent look and feel for our #SeenOnPixel campaign.
4) Finally, we gave our URG influencers a "roadmap" to help them tell their stories. We were the guiding light, showing them ways to share how the phone helps them feel seen within their communities. (Think interview questions, mood boards, tone of voice guide, hashtags, etc).
example of a storyboard
Mary + her AD partner created
telling their stories
Mary's challenge? Accurately represent each of the URG's stories while also following Google's Tone of Voice guideline. We wanted it to feel like Google, without being Google-y.
We published ✨ 19 unique stories ✨ and reached our audience like never before. Here are a few:
Coachella is a HUGE DEAL.
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But an even bigger deal? Making it ultra accessible. We used our #TeamPixel friends to represent their URG communities while sharing their Pixel tips and tricks to best enjoy the musical weekends.
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Google Pixel has a ton of accessible features that other smart devices may not have such as: Live Translate, Live Captioning (for songs and conversation), LookOut (for low vision) and so much more. Our influencers took it a step further by addressing all of the solutions that are available at anytime, anywhere... especially at Coachella. And then we invited the public to also have "Front Row" seats to it all via our channel on YouTube.
Coachella (a sponsored partnership)
