PIXEL DROP

How do you make quarterly software updates sexy?

Pixel has an impressive 7-year software guarantee, which is a category-leading commitment. Unfortunately, with fragmented comms structures around "Pixel Feature Drops," consumers just didn't get it.

We flipped the script to "Pixel Drop." A cleaner, sharper message. We strategically expanded the remit of “Pixel Drops”, going beyond features to include collabs and surprises, acting as a trojan horse for Google Pixel to infiltrate culture across surfaces. The message was simple; being a Pixel owner gets you access to the best experience on-device and the best experiences IRL through Pixel Drops.

This cross-functional reframe turned scattered comms into one strong yet flexible brand vehicle that works everywhere. The results? Impressions up by a third, the highest sentiment scores in over 24 months, and significant increases in both awareness (+176%) and engagement (+224%).