Google Pixel achieves social relevance at scale by mixing creative styles
When launching their newest suite of Pixel devices, Google turned to Newfangled to build a social campaign that was as unique and authentic as the audiences we were talking to.
A campaign that feels like content
In 2023, Google Pixel launched 5 new phones, a tablet, watch and earbuds, and enlisted the team at Newfangled Studios to produce more than 100 assets to fulfill their massive paid social media plans. We teamed up with #TeamPixel creators to tell product feature stories while blending effortlessly with the creators’ passion zones and their everyday content.
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Traditional assets, but make em social 💯 🤙
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@saunakspace
A Brooklyn-based queer/BIPOC artist who is as comfortable behind the camera as he is in front of it, Saunak travels the world and his own neighborhood, capturing inspirations. Newfangled Studios spent a day by the Hudson River, testing out the new Google Pixel 8 Pro’s features with some old friends, and a few new ones.
@haileysani
Hailey is a beauty and lifestyle influencer who has a passion for finding the next trending look, whether it’s a new fit or a skin-care glow up. She is always in motion, whether that means riding the trains in NYC or taking a “hot girl walk” with her friends along the water, with her new Google Pixel 8 always ready for whatever comes next.
@bionicbrooks
Whether he’s breaking down the best way to stay fit or breaking the ankles of defenders in a game, Tor’i is a star on and off the court. His radiant personality and ridiculous hops both shine through and the Google Pixel 8 Pro is his tool of choice for creating content that doesn’t miss.
@flopereira
The life of a modern influencer is busy, but Flor finds a way to balance her passion for fashion and culture with her family time and blend them together beautifully. Newfangled Studios was excited to spend a day out of the city with Flor’s family as they used their new Google Pixel 8 to make memories together, surrounded by nature.
Innovative, interactive formats
Custom AR lenses, key hashtags that shower feeds with mesmerizing Hashfettis, and even targeted media tactics turning heads during cultural moments like Black Friday and Cyber Monday.
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"Overall, love, LOVE, LOVE!
Or more specifically, *chef's kiss*"
"This is beautiful! Outstanding work."
"You guys were the best partners for this. I so appreciate everything you did to help bring the story of Team UNBROKEN to life!
Traditional assets, but make em social 💯 🤙
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More work
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