Google
Gemini Live
The Challenge
The integrated Gemini experience on Google hardware provided a key reason for people to switch to a Pixel device. With the launch of the Gemini Live conversational AI feature, Google had an opportunity to show further superiority over the competition with the most advanced, integrated AI experience. However, most users were still new to conversational AI - they didn't know what it was, how to use it or what to use it for. We needed to find a way to capture attention and educate people on the value of feature without being too technical.
Our Solution
We decided to stop telling people about AI and start showing them how to have fun with it. We invited everyone to 'Talk it out' with Gemini Live, positioning the feature as the ultimate conversational partner—ready for any rabbit hole, debate, or embarrassing question.
Our content strategy had 3 key elements.
Tap into the Zeitgeist: We jumped into the internet's favorite arguments with social ads debating timeless classics like the Oxford Comma and trending topics like the mania around Ice Baths.
Partner with viral creators: By teaming up with overnight sensations like Megan Boni, we used Gemini Live to help them unpack their own viral moments, showing the AI's power in a natural, entertaining, and highly relevant context.
Taking it to the streets: In partnership with the masters of eavesdropping, Overheard, we hit the pavement. We asked real people to air out their pre-Thanksgiving anxieties and family debates, using Gemini Live on the spot to roleplay conversations and find the perfect comeback, proving its real-world utility in a funny, relatable way."
Impact
During the campaign there was 25% relative increase in unaided awareness for Gemini, proving we had helped turn a complex technology into a recognized and understood tool.
We ignited curiosity sparking a 50% increase in search interest for Gemini during the campaign and a 25% increase in Google Pixel.
The content was viewed over 15.4m times on social (23x benchmark).