THE FRIENDLIEST COMPETITIVE
CAMPAIGN EVER
Research revealed that Gen AI is best received by consumers when positioned as a collaborator and ‘learning with an expert’ drove the strongest motivation to try a chatbot.
Objective
Drive conversation and engagement for Pixel.
Problem
Pixel is as good of a phone (if not better) than iphone but the brand’s lower familiarity and social proof, means people don’t even consider it as a viable alternative.
Insight
AI innovation is an area of Pixel product differentiation vs apple that drives purchase
consideration and can help reframe consumers’ default consideration set.
Solution
Launched a social-first content series that featured iphone and Pixel as BFF’s
(#BestPhonesForever) to get on consumers’ radar in a new way. The series playfully highlighted different reasons to consider Pixel and utilized Google large language models to develop funny and friendly AI responses to viewers’ comments.
To further reinforce Pixel’s AI differentiation… we launched an episode on Instagram reels inviting people to comment on where to send the two characters on a road trip. When fans commented with a location, our team used a custom built gen-AI engine to write scripts, create backgrounds, customize audio and animate custom episodes to responded to each fan with, within minutes.
.
Impact
The series drove 5.9M engagements and 530M views (+72% more than Pixel’s 2023
Super Bowl campaign) netting us +148,000 new followers across channels.