Families are always looking for ways to make a house, a home— more than ever during the holidays. We created magical product features that disguised the usefulness of Google Home by enriching family time over the holidays, and helped consumers understand the benefits of a smart speaker through fun moments that were inherently sharable and social-forward. From haunted houses (“Hey Google, let’s get spooky) to dialing up the North Pole (“Hey Google, call Santa”) we created magical moments we knew would get families talking. And we didn’t stop there. We mobilized an army of micro-influencers, who invited people into their homes to show how Google Home fits into their lives. By leveraging social-first features and influencer ingenuity during important seasonal moments, we provided families more than a rationale to need Google Home, we gave them a reason to want it.

We seeded the custom Google Home features to hundreds of micro-influencers for them to discover and share in their own homes, in real life and on social. These features included: “Hey Google, let's get spooky.” (Halloween); “Hey Google, talk to Dustin from Stranger Things”; “Hey Google, call Santa.” and “Hey Google, turn on my Christmas tree.”

Our micro-influencers posted over 1K times on Instagram using #giftfromgoogle. We launched 14 original videos with YouTube Creators in Q4 alone.

We activated 842 influencers who created 1,116 posts that netted over 18.2 million impressions. While smart speaker owners represent a predominantly male demographic (69%) our influencers helped introduce Google Home a new, predominantly female audience (87%). Influencer content generated engagement rates 2xs higher than that of owned content, showing an increase in favorability (+2.3 pts) and intent (+0.2 pts) quarter over quarter, which micro-influencers driving strong positive sentiment across-the-board (~80%).