Unboxing the Google Store
Unboxing a single product is nothing new. Unboxing a whole store is unheard of. We created a puzzle box which housed every product within. Complete with personalized cards that fit the personalities of our target influencers, we created an unboxing experience that was truly a must-see.
Role: In addition to concept generation, I wrote the cards and copy that accompanied our box that went to our YouTube “first families” as well as our own internal Google influencers – even Sundar Pichai. (I heard he still keeps his in his wallet.) [citation needed]
Unboxing a single product is nothing new. Unboxing a whole store is unheard of. We created a puzzle box which housed every product within. Complete with personalized cards that fit the personalities of our target influencers, we created an unboxing experience that was truly a must-see.
Role: In addition to concept generation, I wrote the cards and copy that accompanied our box that went to our YouTube “first families” as well as our own internal Google influencers – even Sundar Pichai. (I heard he still keeps his in his wallet.) [citation needed]
Awards
Q4 2015 Marketing Gold Award
Numbers
What happened with this scrappy project blew away our most optimistic expectations:
– 14M total views on YouTube (even more on Facebook)
– 26% view rate (our highest at that point for long-form branded content)
– 38% increase in awareness of Google Store
– 36% increase in positive perception of the Google Store
– 50% increase in preference for future purchases
Q4 2015 Marketing Gold Award
Numbers
What happened with this scrappy project blew away our most optimistic expectations:
– 14M total views on YouTube (even more on Facebook)
– 26% view rate (our highest at that point for long-form branded content)
– 38% increase in awareness of Google Store
– 36% increase in positive perception of the Google Store
– 50% increase in preference for future purchases
