Our research revealed that people view smart devices as fun, but they don’t necessarily understand the value they can have in their everyday lives.

Our insight was while 60% of people didn’t think they had a need for a voice assistant, our audience secretly wished they had an extra hand for help during the holidays. Our opportunity was clear- showcase how helpful Mini can be during the most hectic time of year.

In order to justify a less established product and change perceptions of smart speakers, Google Home needed to go beyond just telling people what it does. Our research found that we needed to show how useful the product is in a variety of everyday situations in the home. And to do that, we’d need to go beyond a traditional advertising approach.

For Halloween, we co-created a new “let’s get spooky” feature that haunted the set of The Ellen Show.

For Thanksgiving, we didn’t just help the Dunphys’ cook their turkey on Modern Family. We became the comedy relief during the Thanksgiving Day Parade with Amy Poehler and Nick Offerman.

We kicked off the Christmas season at Rockefeller Center, turning on the lights at the world’s most watched tree lighting ceremony.

We even brought together the most popular shows and talent across NBC, including The Voice, Will & Grace, Sunday Night Football, Great News and Chicago fire, to demonstrate the holidays with Home.

And, as Americans across the country got ready to watch the biggest movie of 2017 - Star Wars - it was Google Home that dimmed the lights in movie theatres before the iconic opening credits.

Not only did the stars of prime time television demonstrate the magic of Home. They helped convince one of the biggest retailers in the US, Target, to make our device a centerpiece to their own holiday campaign, on TV and in store, helping to pave the way for phenomenal results.

Google sold a Google Home product at the rate of "more than 1 per second" in Q4 during the Holiday campaign, selling close to 7 million home speakers since mid-October.

These integrations lifted awareness for Google Home by as much as 70% in the US.