Inside Google Marketing: What we learned from the Pixel 3 launch
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Inside Google Marketing: What we learned from the Pixel 3 launchKelly McKesten, Chloe Finch November 2018
Data is a marketer’s best friend, especially when you’re gearing up to launch a new product. Insights from past campaigns can provide a solid foundation for ideas and decision-making, but as the marketing team for the Pixel 3 learned, it’s just as important to lean into creative instincts.
“Dreaming has become lost a little bit in our industry, because of the amount of data we have,” says Jabari Hearn, global integrated marketing director at Google. “Every day I try to inspire my team to dream, and that’s an important piece if you want to take consumers someplace new.”
To prepare for the Pixel 3 launch, Hearn worked with Google teams around the world to gather insights and find new creative opportunities. One such insight — that it takes about three weeks for people to get used to a new routine — sparked a campaign to convert new Pixel 3 users. Watch Hearn explain why it’s up to marketers to keep dreaming on behalf of the consumer, and how a diverse team can help you get there.
Every day I try to inspire my team to dream.
To dream on behalf of our consumer.
What place can we take them next?
Where can we go that's new?
My name is Jabari Hearn.
I am the Global Integrated Marketing Director for mobile hardware.
That means I have to take a group of people, many who don't report to me, and inspire them
to work together towards a specific goal.
I partner closely with product marketing as they define what the product does.
And then my team's job is to tell great stories about that product, right?
And really connect it to consumers. Drive demand, drive desire for those products.
We are always trying to test and learn within hardware.
And so now that we have two years of learnings, what we did to kick things off for Pixel 3
was we had an insights off-site.
We brought all the marketers from all the countries and we laid out all of our learnings.
We learned an insight that it takes about three weeks for you to get used to a new routine,
a new idea.
So we're actually going to give the new Pixel 3 to current iPhone users and ask them to
switch for three weeks.
And we are going to follow them around and see what it is like
We've always been a brand that gives people the tools to do the things that they always
wished they could.
Well I think our biggest asset in hardware is the brand of Google and a lot of the software
that comes along with it, like Google Photos, Google Lens, Google Assistant and the
things that power the device and actually are the assistive features that consumers
really use every day.
Believe it or not, I doubt myself in the middle of every campaign.
You are taking a leap, for the most part, based on what you know.
But you don't know everything.
And, ultimately, the consumer decides.
I think motivating the team is one of the most important things you can do.
We have to show people the vision of where we are going, right?
And we have to get them inspired by that vision and then we have to show them how they're
gonna play a role in getting us there.
And I actually believe that dreaming has become lost a little bit in our industry, but that's
an important piece if you want to take consumers some place new.
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