Case Study: Google achieves stronger Pixel sales and loyalty with EssenceMediacom and New York Times Advertising

Google boosts Pixel 6 sales 2X year over year with EssenceMediacom

The customer, Google, faced the challenge of addressing a historical lack of image equity in photography, where cameras were not calibrated to accurately capture diverse skin tones. To promote its Pixel 6 phone and its Real Tone technology, Google partnered with the vendor EssenceMediacom to create a campaign that would spark a dialogue on this issue rather than simply list product features.

EssenceMediacom developed a solution in collaboration with New York Times Advertising, creating the Picture Progress campaign that featured activists and BIPOC photographers. This multi-platform initiative successfully told a story of equity through the lens of real people. The campaign resulted in the Pixel 6 exceeding sales targets, achieving a market-share goal at twice the year-over-year rate, and seeing its highest quarterly gain in loyalty. The vendor also helped secure an outsized share of media that was three times the previous year's.

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