google goes on The voice

The opportunity: a serious new speaker

Google first defined the smart speaker category with Google Home, a voice-assistant device that allowed you to access the world’s information and entertainment without leaving your couch. To improve on it, Google developed Nest Audio, which took the helpful features, thoughtful design and music chops to the next level. 

But how do you launch a product that you need to hear-it-to-believe-it in an environment where in-person channels are shut off? Google turned to the place Nest Audio was designed to serve: Home. So we partnered with The Voice, the biggest music platform on TV, to authentically showcase the product magic and support solutions from Google's family of brands with a broad range of media tactics across TV and digital… a first-ever cross-business media partnership for the enterprise, and a first-ever fully-integrated campaign launch centered around a media partnership.

The idea: a performance companion

Music inspiration, discovery, selection and knowledge are all key themes in producing original performances on The Voice, and they are key messages for Nest Audio. Using paid airtime within the show, we partnered with The Voice to help contestant Artists create a special on-air performance of rising-artist Faouzia’s breaking single “Minefields'' and give fans a rare BTS look at the process.

The partnership also included various product integrations into show moments, fan interactions, social & influencer engagements, as well as in-product messaging and promotion throughout the Google product ecosystem.

results

43x lift in search interest for the product (18x times the average TV spot), above benchmark lifts in product consideration, engagement and earned media value—plus a whole new playbook for cross-product area partnerships

Role

strategist, creative director, producer