GOOGLE PIXEL
PRODUCT LAUNCH STRATEGY AND EXECUTION DACH
We developed and executed a social media, influencer and event strategy for the launch of the Google Pixel in Germany focusing on a very sharp, artsy and pop cultural driven lifestyle target group and audience.
The strategy was focusing on 3 different phases of the launch, including different creators and artists with different roles for that campaign.
The main event for the launch took place at St. Agnes Gallery in Berlin Kreuzberg, which is one of Europes most relevant galleries for contemporary art. The project was realized with great partners such as Monomango Studios, who created the installation „Portal“, a responsive audiovisual installation that blurs the limits between real and virtual space. It reflected the somehow limitless possibilities users get from a Google Pixle. Besides Monomango Studios, we also worked with the genius people from Boiler Room Berlin, same as fashion designer William Fan or artist Stefan Marx to only name a few.
In my role for this project I was leading the social media and Influencer team. The focus was on strong spokes persons from the art, fashion and lifestyle industry. We developed a digital launch strategy split in three phases, selected and negotiated creators, produced content and brought it all to different earned, owned and paid social plattforms.
Agency: Häberlein & Mauerer
Installation: Monomango Studios