1/3 iPhone users are "unsatisfied" with their experience. Most keep buying the newest iPhone, settling for an evolution despite Apple's promise of revolution. To our benefit, the Pixel 2 has the best camera in the world. But the more research we did, the more we found that our killer feature was actually Google.

Google is loved not just for it’s products, but for its philosophy. Since 1998 Google has been challenging the status quo. Because that’s when true innovation happens.

How can we better organize the world’s information? Google Search.

How can I get from point A to point B faster? Google Maps.

How can we make roads safer? Waymo self-driving cars.

It’s time to ask more of your phone.

We weren’t just going to talk about our awesome camera. We were going to celebrate audacity and spotlight the true game-changers that move our world forward.

We scoured the world of fashion to find 10 “creatures of change” - including model Adwoa Aboah who was merely a month away from gracing the cover of British Vogue. Each was briefed on all of the great features of the new Pixel 2. And off they went.

Over the course of 10 days they, one by one, gave us a peak behind the curtain of fashion. The things that inspired them, the people the connect with, the trends they’re driving. All content was captured with our Pixel 2 device, uploaded daily into The Guardian, and curated into 50+ digital articles, 3 videos and a beautiful 32-page fashion magazine that was distributed in fashion boutiques across London.

Unaided awareness doubled. We saw a 40% increase in purchase intent. Most importantly, over half of our audience now describe Pixel as prestigious - a critical perception in the premium smartphone category.