Context
Google Fi rides T-Mobile's network, so it can't win on coverage or price. Rivals on the same network go straight to the cheapest bill. Google set the strategy: target families, sell on fit, not cost. Our job was the nurture experience that delivered it.

Audience
Families running multiple lines, plus people who travel. For them, Fi's value is shared data, coverage that follows them, family safety, and Pixel deals — not the lowest number.

Approach
With families as the target, we gave each one the reason that matters, in the moment it matters.

• Hierarchy — one value prop per email, ordered from headline to proof to action.

• Timing — opens on family savings, works through coverage, safety, and flexibility, layers in the Pixel cross-sell, closes with two mid-cart recovery emails.

• Branding — warm, illustrative, real family photography. The category sells a number; Fi sells connection.