When parents have a new baby their search volume doubles, but with their hands full (both literally and figuratively) with a new baby, they need some hands-free help. And, knowing that once you use Google Home 2-3 times, people ‘get it’ we designed our campaign to give new parents a way to play with the device through a fun and approachable format:

We developed a book with the 50 most frequently searched baby questions and paired it alongside a Google Home, so parents could get answers mid-diaper change when their hands were full, or simply use voice controls so they never miss a single moment of baby magic. Because the book contains only questions, instead of answers, it ensures parents are always getting the most up-to-date information from Google Home. Making our book, the only parenting book, which will never go out of date.

In order to extend our reach to our highly targeted audience, we gifted our care packages to 162 different social influencers on a day when we knew our target would be engaging heavily online, National Parents Day. The parents went wild over the packages, posting both educational videos showing off how to use the book, as well as videos of their own children playing with Google Home. To scale beyond a single platform, we also had Fatherly, a well-established parenting blog, live-stream a Google Home enabled parenting “masterclass”—sharing some of their own learning experiences and demonstrating the usefulness of a hands-free voice assistant.

Through leveraging our audiences love of Instagram, we were able to reach an audience of over 22,000,000 new and expecting parents, via 172 unique posts and 72 heart-warming Instagram stories. Due to the authentic nature of our content and our audience’s genuine interest in learning about how Google Home could help, the average number of engagements per post was 512 likes and comments, resulting in a total of over 92,000 engagements. Overall, the campaign was an enormous success with an engagement rate of 4.2%. Not only did the campaign build positive sentiment towards the Google brand, but it solidified Google Home as the smartest smart speaker and the Google Assistant as the bar against which other assistive AIs would be measured.