I conceived the creation of a first-of-its-kind consumer activation for the newly launched Google Home Mini—a 13 city, 35-day roadshow called the Google Home Mini Donut Shop. Armed with the tagline of “The size of a donut, the power of a superhero,” my team developed a hands-on product experience to show real people how a smart speaker could provide a little help at home.
On an eight week timeline, I led a multi-disciplinary group of 20+ in-house creatives, producers, and partners to build out the Donut Shop from concept through execution. More than 80,000 people tried out the Google Home Mini, and the campaign yielded nearly 480MM earned media impressions. What started in the United States was deemed such a success that it eventually went to four international markets: London, Tokyo, Sydney, and Toronto.
