[NON-ENGLISH SPEECH]
- I'm Peter Huang.
I'm the director of the Google Pixel 6 campaign,
featuring Simu Liu.
And it is the first national Mandarin campaign in Canada.
- My name is Laura Pearce, and I am
the head of marketing for Google in Canada.
And I was so excited to work on this campaign for the Pixel 6,
our most inclusive phone ever.
[MUSIC PLAYING]
I think it's important for all brands
to make ads that actually connect with people.
So Google's mission is to take all of the world's information
and make it universally accessible.
And we bring that to life in our products.
So with the Pixel 6, our most inclusive phone ever,
it has this live translate feature.
And then we wanted to make a marketing
campaign that really brought that to life, that inclusivity.
- It just made sense with the concept that you would have,
essentially, sort of a Western crew working
on this translation feature.
And then his mom giving direction
in Mandarin and the director being
able to see it translated live, I think,
provides this great showcase for what the phone does,
but it also makes for a punch line.
And so I think it was like a perfect showcase
of the actual feature in a way that was entertaining and kind
of natural to the scene too.
[MUSIC PLAYING]
- I think it's important to say that we did not set out
with the goal of, hey, we need to put an OKR on the board
to do an inclusive marketing campaign.
You have to start with the insight.
So we started, as we said, with the insight around our product.
And we also had the insight around the audience.
Asian Canadians are actually the largest multicultural group
in Canada, and Mandarin is the third most-spoken language,
but nobody's ever seen a television commercial shot
entirely in Mandarin on national television in Canada.
Although I think it is smart to do marketing around key dates,
like Diwali, I don't think you should be doing them only
at those moments in the year.
The communities deserve to be served
throughout the whole year.
And then you don't have to have a Marvel superhero.
It's been great, don't get me wrong,
but I think you just want to go with authentic storytelling.
What is the story you're trying to tell?
How does it come to life in an authentic way
that's true to the community that you're speaking to?
And I think a lot of that is make
sure you have members of that community who
are consulting on your ad.
So I think it's really important to understand who's
in front of the camera and then bring people
behind the camera that can relate
and, again, back to that authentic storytelling.
- There was an openness to allowing people
to bring in their own personal experiences
from either their ethnicity or from their life.
His parents saying his nickname, Mama, was actually
totally unexpected.
That was actually fully unscripted.
[NON-ENGLISH SPEECH]
It instantly gave this authenticity to the campaign
because it was so real and it was the actual nickname.
None of us knew that.
And the fact that it just came out just
made it so much more real and relatable for everybody.
[MUSIC PLAYING]
- I think one of the things we wanted to do
was drive the viral nature of this ad.
We had 1.4 million impressions on this ad
organically before we started any of the paid,
and we saw a 99% positive sentiment on Twitter.
And as you scrolled through the comments,
there were so many people saying,
that's exactly how it goes in my house.
[MUSIC PLAYING]
So I'm really pleased to say that this campaign drove
a 136% lift in Pixel sales.
We actually saw a 53% lift in search for Pixel 6
among the total Canadian population.
But even more importantly is that we saw 154% search
lift among Chinese Canadians.
- It's actually more universal than people think it is.
They think it's maybe just going to land with Asian people,
but it actually hit so many demographics,
as you can see in the comments.
It's very clear that the audience
can recognize themselves and then see something
that they can relate to.
And then they just end up developing
a lot more of a personal connection to the spot itself.
[NON-ENGLISH SPEECH]
[MUSIC PLAYING]
Can't work like this.
[MUSIC PLAYING]