Summary:
The Pixel 9 Pro Fold campaign targets Gen Z’s skepticism, highlighting its seamless, practical benefits.
- The Ask:To capture Gen Z’s interest in the Pixel 9 Pro Fold by appealing to their desire for functionality while addressing perceptions of excess.
- The Challenge/Problem: Gen Z, while integrated into the Google ecosystem through services like Search, YouTube, and Gmail, remains loyal to iPhones and skeptical of foldable phones. They prefer multiple devices over a single multi-functional one.
- The Solution: A campaign titled “Something to Fold Out For,” emphasizing the Pixel 9 Pro Fold as a small, impactful upgrade that enhances their current tech habits without disrupting them. This included interactive, experiential activations to build familiarity and excitement around the device.
My Role(s)
- Campaign Strategy Development
- Project Management
- Messaging and Concept Creation
Background:
The Google Pixel 9 Pro Fold is Google’s innovative entry into foldable phone technology, designed to integrate seamlessly with its ecosystem of services like Gmail, Search, and YouTube. By addressing functionality and convenience, it aims to attract Gen Z as a practical addition to their tech habits.
What We found:
- Among foldable phone users, 87% would consider purchasing another, showing growing acceptance of the format.
- Smartphones, especially iPhones, remain Gen Z’s preferred device, with 94% ownership. They primarily use them to consume short-form content on platforms like TikTok, YouTube, and Instagram.
- Google apps continue to perform well on iOS: Search led with 17.65 million installs, followed by Chrome (10.19M), Meet (9.63M), Drive (7.22M), and Photos (6.79M).
Insight: Apple users are actually die-hard Google users
Strategy: The Pixel 9 Pro Fold can be positioned as a “small commitment” that fits into Gen Z’s existing habits
Executions:
- Platform line: “Something to Fold Out For,” signaling both the product’s form factor and its value proposition.
- Out-of-home activations featuring oversized foldable phones for hands-on engagement.
- Experiential activations showcasing how the Pixel 9 Pro Fold works and capabilities.
Results/Application:
The campaign successfully reframed the narrative around foldable phones, driving meaningful consideration among Gen Z consumers. With a focus on cultural relevance and aspirational storytelling, it positioned the product as both innovative and aligned with the values of a younger, tech-savvy audience. This strategic approach can be replicated by other brands and companies aiming to shift perception, engage emerging demographics, and build long-term relevance in rapidly evolving markets.
