Case study · Google × The Guardian · Communication strategy & innovation

A fashion magazine shot on a phone lifted purchase intent 40%.

The Chain: 10 people, 10 days, 1 phone. A partnership between Google Pixel 2 and The Guardian documenting the people and perspectives changing the UK fashion industry.

Global Strategy & Innovation Lead, Media LabGoogleLondon
Stack of The Chain magazines: ten people, ten days, one phone. Paid for by Google Pixel 2
+40%purchase intentGoogle Pixel 2
20+editorial piecesThe Guardian
32page magazineShot entirely on Google Pixel 2
10people, 10 days, 1 phoneThe chain

The challenge

Google Pixel 2 was new to a crowded UK market, and its camera was the reason to buy it. Style-conscious buyers don't take a brand's word for camera quality. They follow what tastemakers make.

The insight

In fashion, credibility comes from the people who make it. So we put one Google Pixel 2 in the hands of the people changing the industry, and let their work prove the camera.

What we did

  1. Built the chainTen people shaping UK fashion passed a single Google Pixel 2 from one to the next, each documenting their world.
  2. Partnered with The GuardianEach participant got their own feature profile, and the project surfaced the trends that define fashion today in more than 20 editorial pieces.
  3. Made the magazineIt all culminated in a 32-page magazine, with the same cover model as Edward Enninful's first issue of British Vogue.
  4. Put it where fashion livesThe magazine went out across the UK in The Guardian and The Observer, and through fashion retailers including Selfridges and Topshop.
The Guardian article from The Chain: the evolution of the selfie
One of 20+ trend pieces published by The Guardian.
The Chain magazine on display in a sneaker store
The magazine in retail, where UK fashion shoppers would find it.

The outcome

The Chain lifted purchase intent for Google Pixel 2 by 40%. Industry coverage included PSFK and Campaign.

Skills used

  • Communication Strategy
  • Innovation
  • Media Partnerships
  • Content Strategy

More from the Google Media Lab

Launches, partnerships and innovation work from 2014 to 2019.

Global media · Google Pixel

Pixel launch

Directed global paid strategy across six markets. Pixel reached 50%+ brand awareness in its first year.

Social · Google Cloud × Reddit

Formative

Reddit's first-ever brand partnership. A video series cast by Reddit's communities, featuring Steve Wozniak, Casey Neistat and Robert Herjavec.

Product integration · Google × ABC

Google Home + Modern Family

Made Google Home part of America's favorite home. Best of branded content in AdWeek's Media Plan of the Year.

Experiential · Google Pixel 2

The Pixel Path

The world's largest photo booth, built for the Berlin Festival of Lights. Covered by Digital Trends, Campaign and the BBC.

Digital innovation · Chromecast

Own the Ice

Turned the Barclays Center into a giant living room to show how Chromecast sends your phone to your TV.

Branded content · Google Store

Unboxing the Google Store

One-of-a-kind boxes with every Google hardware product, sent to leading YouTube creators to launch the Google Store.

Events · Google Pixel × GOOD

Goodfest

5 artists, 5 cities, 5 causes, livestreamed and shot with Pixel's low-light photography.

Recognition

Awards & press

Jay Chiat Strategy Awards and Festival of Media honors. Featured by the BBC, USA Today, TechCrunch and Business Insider.