GOOGLE HARDWARE STORE

BACKGROUND

For the rollout of Google’s 2019 suite of hardware products, Google wanted to launch two retail pop-up shops for the holiday season - one in New York and one in Chicago. Taking the classic symbol of a hardware store, a place for solving rational problems, we helped reinterpret their stores as a space for discovering tools of a different kind, making every day an opportunity for customers to explore new things, participate in creative projects and providing them an ever-changing environment for sociable content.

THE ASK

Develop a 10-week marketing narrative and in-store programming that captures the magic of Google hardware, driving foot traffic, product sales and brand love. With a small, agile creative and strategy team, we developed a robust marketing and programming strategy that extended the Hardware Store thematic in a way that allowed the products a clear role in all programming activities. And it was all anchored by an active, inviting and resonant call to action - What will you make today?

PROGRAMMING

TOOLBOX SHOW & TELL

True makers know that tools are more than objects. They’re extensions of themselves, vehicles for delivering their craft. To kick off the programming and help engage Google’s social community, we invited some of Google’s featured creators to bring their most cherished tools to the Google Hardware Store for a light-hearted “show and tell” content series.

STORE TAKEOVERS

To engage the space, we created monthly large-scale themed takeovers of the Hardware Store, setting the tone for all monthly programming, partnerships and workshops. From a Haunted takeover in October, to artist Heather Day takeover in November, which included a Studio Table Dinner Event and the Not-Pink (Black Friday) Weekend, to a Gingerbread Treehouse holiday takeover in December, the Google Hardware Store was transformed every few weeks, keeping the space unexpectedly current and socially relevant.

HARDWARE HOW-TOS

To engage both the community and the customers, we designed hands-on, in-store workshops with local makers and micro-influencers. From creating hand-painted signs with Heart & Bone Signs, to Squish Marshmallows decorating featuring their pumpkin spice marshmallows, to James Beard Award winning chef and cronut-inventor Dominique Ansel lead workshop on how to prepare his world-renowned, signature Chocolate Chunk Cookie dough, there was something new every week for customers to look forward to.

TREEHOUSE TRACKS

Every two weeks, an artist from Google’s YouTube Music “Foundry” group of local up-and-comers, like Cautious Clay, Jamila Woods, Spencer Ludwig and Joseph Chilliams, performed a short, live set, during store hours to generate local excitement and social buzz. All artists were filmed and shared through social channels and featured on the YouTube Music platform.

PIXEL WALKS

Twice a month, we gave guests a chance to take the Pixel 3 out of the store and capture real moments together throughout the city on #teampixel walks. Local #teampixel influencers lead the walks in each city, capturing shareable content and building new pixel believers.

MINI STORYTIME

In partnership with Disney and Little Golden Books, we created a series of live, Google Home Mini-enhanced storytelling experiences read by influential moms and dads in both NYC and CHI, ensuring that even mini-humans would be excited to visit the Google Hardware Store.