Case Study: Google boosts Pixel 6 consideration and awareness with EssenceMediacom's Highlife campaign

Google lifts Pixel 6 consideration 6.8% with EssenceMediacom

The customer Google partnered with EssenceMediacom to launch its Pixel 6 smartphone in the U.K. The challenge was to drive consideration for the new phone while demonstrating Google's values, specifically by addressing the lack of Black representation in the U.K.'s most-watched reality TV programming.

EssenceMediacom co-created "Highlife," the first-ever Black British Reality TV show, in partnership with Channel 4. This fully integrated campaign fused the Pixel 6 into the show's content and included a social series and contextual ads featuring Black British talent. The campaign made "Highlife" Channel 4's largest-ever branded entertainment series, achieving 47 million impressions. For the Pixel 6, EssenceMediacom's work drove a 6.8% uplift in consideration and a 20% lift in unaided awareness, alongside significant lifts in perceptions of Google inspiring change and commitment to racial equality.

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