Google Home Mini: YouTube
Moments of Magic
The Challenge
To drive adoption and reinforce the helpfulness of Google Home Mini by making it relevant to every user, at every moment, within the expansive YouTube ecosystem
My Role
As Creative Director, I led a three-year engagement with Google’s media and product teams to pioneer a scalable creative platform that leveraged consumer signals and dynamic frameworks
The Solution
We developed an effective system of six-second YouTube bumpers that delivered customized content in real-time. By pairing a user’s search queries and geolocation with relevant messaging, we created contextual advertising that felt less like an ad and more like a helpful discovery. The system was robust enough to span a wide range of content, from trending searches and cultural tentpoles (e.g., the Winter Olympics and Super Bowl) to evergreen topics like cooking, travel, and parenting.
The Impact
This pioneering approach successfully reinforced Google Home’s helpfulness and helped convert old behaviors into new ones at a massive scale. The campaign was a major success, proving that a deep collaboration between creative, media, and product can lead to highly effective, measurable, and unforgettable brand experiences. For a complete overview of the business impact across all Google Pixel and Home product campaigns, please refer to the case study Google: AOR Creative Leadership.