Two Pixel phones on an orange podium showing a Pixel 9 range email and a Pixel Switching campaign email

Google Store · with leSHOP

Making the case to switch.

☕ about a 2-minute read

Overview

Google Store is the direct retail channel for Google hardware — Pixel phones, Watch, Buds, Tablet and the Nest smart home range. The CRM programme running through leSHOP covered the always-on layer across UK, EMEA and LATAM markets: product education, seasonal offers, ecosystem sends and the campaign work around each device launch.

The harder brief sat underneath all of it. A significant share of the audience were already carrying an iPhone, and the job was to build a case for moving without ever sounding like an attack ad. That meant leading with what Pixel actually does — the camera, Circle to Search, Magic Editor, the way the devices talk to each other — and letting the argument sit in the product rather than the comparison. All of it inside Google's brand system, which fixes type, colour, photography treatment and tone before a layout begins.

markets served from one system: UK, EMEA and LATAM

devices carried through the programme: Pixel 8, 8A, 8 Pro, Fold, 9, Buds, Watch and Tablet

modular layout framework behind every send, from product education to seasonal offer

Working inside Google's system.

Google's brand guidelines set the boundaries before any layout began. Type, the product colour palette, photography treatment and the rules for the G mark were all fixed, and the brief was never to reinterpret them. The creative direction had to come from structure and sequencing instead: what leads, what gets held back, how a send builds.

That constraint shaped the switching work more than anything else. There was no room for a hard comparison, so the argument had to be made through demonstration — a feature shown in use, a photograph that only a Pixel camera makes possible, an offer placed at the point where the reader is already convinced. Even the mockups leaned into it, with Pixel campaigns shown running on an iPhone screen.

A Google Store 'Power your everyday' email shown on an iPhone half-buried in black sand

“The argument had to sit in the product, not the comparison.” ✳

One framework, many jobs.

The programme covered a wide spread of send types, and they all came off the same set of components. Product education sends built around a single feature. Seasonal offer emails carrying discount codes and end dates. Device comparison grids stacking the range side by side with price and saving. Ecosystem sends showing the Pixel family working together. Welcome and portfolio comms for new customers.

Blocks were built to reorder and recombine so any of those could be assembled without rebuilding from scratch, with the colour blocking doing the structural work — soft blues, pinks, greens and yellows separating one product story from the next down a long scroll. Territories ran off the same framework, so a send could be adapted market to market without the layout being redrawn.

A grid of Google Store and Pixel CRM emails covering product education, seasonal offers, device comparison and the full Pixel ecosystem

A Pixel 'End summer with a silver lining' offer email with a back-to-school device grid, shown on an iPhone against a dark starfield

Beyond the phone.

The Pixel phone was the entry point, but the programme's real subject was everything around it. Nest cameras, the doorbell, thermostats, speakers, Chromecast and Google TV, the Pixel Tablet as a home controller, the Watch as a remote for all of it.

Those sends had a different job to the launch work: less about a single device and more about the shape of a home that runs on one system. The layout carried that — device grids, room-level interface shots, automations shown as they'd actually appear on screen — making the ecosystem the argument rather than any individual product in it.