The annual Made by Google event in California is the moment Google unveils its latest and greatest hardware. With a record-breaking nine new devices, including the most diverse Pixel lineup ever, the stakes were high in 2024.
Our mission was to drive mass awareness for the new products in Canada, delivering positive coverage with key media outlets and creators across the country at launch, and as each new product became available.
To make it happen, we created an opportunity for top Canadian reporters and creators to receive embargoed pre-briefings ahead of launch, plus get hands-on with the devices in Toronto.
We then invited select media and creators to attend the global Made by Google event in California, with widespread outreach on launch day. To keep the momentum going post-launch, we managed an extensive seeding program with over 240 devices sent to media and creators over a period of three months.
The result was significant coverage from launch through to the last product embargo lifting three months later. This included 82 media stories and 234 pieces of organic social content at launch, with an additional 88 media stories and 314 social posts, including reviews and general product coverage, over the ensuing months. All this buzz reached a staggering 93 million people, with nearly all of the coverage being positive or neutral – a big win for Google in Canada.