Regular SPN readers know that I’m a big proponent of scavenging for inspiration outside of our sector, especially when it comes to how other brands use particular channels or engage audience cohorts.

And there’s plenty to celebrate about how Google have activated their TikTok activity to support launching the new Pixel 8.

They started a month ago with a cheeky swipe at Apple – counterposing the glossy ads that iPhone run versus rich product demos. The concept works nicely and shows off that the Pixel can live up to the “razzle dazzle”, as well as teasing strong features. 

Learning: With nearly 200k likes and a healthy comments section, a non-glossy un-polished approach can work. Keeping content focused on your “why”and fitting the platform grammar resonates. 

The campaign uses a “Pixel vs…” construct and the problem gets matched with the appropriate Pixel feature. Check out these examples:

Pixel vs Noise (13M views at time of writing) gets paired with the the Audio Magic Eraser.

Pixel vs Bad Eyesight (27M at time of writing) promotes the SuperRes Zoom.

Pixel vs Roller Skating (5M at time of writing) folds in the Pixel watch.

Seriously high viewing numbers.

Vs Stair Rolling fares less well, with under 20k views (at time of writing) 🤷‍♂️

Learning: Test organic content for take up then boost proven content with an ad budget. Google also uses comments well, joining in the conversation.

Given creators are the prime target audience for some of the more advanced features, TikTok is an ideal platform. But using creators for the “Vs…” construct would add another level of authenticity. Maybe the next set of ads will be more creator focused?

Google does Collaboration really well. It’s the most critical and nuanced part of the strategy here too.

One of the videos starts off with a dance-creator Kieran Lai, who demonstrates using the Pixel’s “Audio Magic Eraser” to more easily create and edit content. Google mark this as an Ad but it doesn’t surface on the official Google Pixel TikTok account, nor does it tag the Google Pixel TikTok account, or use any sort of campaign hashtag. 

Learning: The upside to this is that the content comes across as more authentic. The downside is that though the Ad helps drive brand awareness there’s no further CTA links for Google Pixel. Feels like a missed opportunity.

Google also worked with bigger names on high production quality content that lives on their Google Pixel page organically and is likely also distributed through paid media.

Learning: Mix up the media forms and personalities. Then re-use these assets across other digital media platforms. Most Org’s can’t bring some big picture star power like comedian Druski or an NBA player to the table. But who is your version of that?

If you go to the Google Pixel TikTok account, you’ll see tons of memes, humor and low production value skits that aim to convey the product benefits of the Google Pixel. They’re likely lower cost since they don’t feature major creators, and nicely convey authenticity and relatability rather than star power. 

Learning: Horses for courses. Depending on the tastes of your Supporters, there may be plenty who would find little memes and skits content engaging and entertaining, and put them in a place where they’re more receptive to your messaging.

They also have “hero” content on the page too – the classic, high quality unboxing the product-type video or shining professional advertising – taking a page out of Apple’s consumer hardware marketing playbook. This approach will also grab some people’s attention, though I think differentiation is hard.

Learning: Build content that brings top of funnel awareness to more pragmatic demonstrations of your mission’s benefit.

There’s an amusing meta-point here too that Google using TikTok as a marketing platform (yes, in addition to campaigns on YouTube and elsewhere) is a tacit concession that TikTok does work well and is a worthy use of Google’s very data-driven ad budget.