Pixel Pulse
GOOGLE PIXEL
A year-long creator ecosystem for the Pixel 6 launch.
Strategic focus - Build a long-term creator ecosystem that positioned Pixel 6 as a cultural companion, using sustained storytelling, tiered creators, and data-led distribution to drive relevance, scale, and ongoing engagement across the year.
The task was to establish an ongoing cultural presence in a category dominated by established competitors, while staying within Google’s tightly governed brand ecosystem. Rather than a short burst campaign, we designed a year-long partnership built around creators as the primary distribution engine.
At the…
Outcome
- Generated 90M+ impressions and $40M+ EMV across Instagram and YouTube.
- Activated 32 specialist creators and 180 ambassadors, producing 5,000+ pieces of content.
- Improved sentiment and consideration around Pixel's camera capabilities without relying on hard-sell messaging.
- Won the Grand Prix at The Drum Awards for Content and extended into a multi-year partnership.
Contribution
- Led creative direction and strategic architecture across the full year-long campaign.
- Defined the campaign platform, Pixel Pulse: Feel the Social Beat.
- Designed the tiered creator ecosystem across reach, credibility and cultural relevance.
- Directed visual identity, storytelling and content behaviours across all creator tiers.
- Balanced Google brand guardrails with creator authenticity throughout delivery.