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Google disrupted the conventional advertising trends by coming up with a creator-focused campaign for Pixel 7a. Thus, the campaign was able to get a higher engagement rate through the entertainment-focused content and the creative that was optimized for the platform.
Objective
Drive consideration and awareness for Pixel 7a.
Platforms
YouTube
Strategies Used
Creator-led content, platform-first creative, ad sequencing
Results
49% higher watch time, 128% higher consideration, 56% lower cost per lifted user.
Overcoming stakeholder skepticism about the effectiveness of creator-led content compared to traditional campaigns.
Creator-Led Campaign
Partnered with creators to produce engaging content.
Platform-First Creative
Optimized content for YouTube platform.
Ad Sequencing
Rotated ads to maximize impact.
Shifted focus from traditional advertising to creator-led content.
Higher watch time for creator-led ads
Higher consideration for creator-led ads
Lower cost per lifted user for creator-led ads
Google was able to prove that creator led content is effective in boosting campaign performance. Through focusing on platform-first creative and perfecting ad sequencing, the company managed to obtain substantial uplifts in the key metrics and thus, redefine the standards of effective advertising and marketing.
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