Challenge

The ask was to launch Nest Audio speaker to demonstrate the quality for Music Lovers and create a multi-faceted partnership that includes the full Google ecosystem

Solution

The concept involved partnering with The Voice USA. A show with 20M followers online, this provided a platform to bring Nest’s capability to life, and find a unique role for both YouTube Music to become to the official music streamer of the tracks from the show, and Google Assistant as the official voting partner, which allowed viewers to vote using Assistant. For Nest, we created a series of custom content, social & linear led spots than run during commercial airtime that featured the first-ever peek at the process behind the performance on The Voice with a song from rising artist Faouzia & coach John Legend. Custom content consisted of 3x :30s, 1x :60s and 1x 2.00.

In total, the partnership engaged Google marketing, product team, Google’s owned social, CRM, PR, influencer and paid x-platform media. 3x PAs, 51x social posts, 3x virtual shoots, 5x agencies + 1x YouTube playlist and 9 months in the works.