Pixelbook is the high-end laptop that fans of the Chromebook have been anxiously awaiting, and now it’s here. Google wanted to use education content to help launch this new product, they turned to Bonfire Labs for both content strategy and content creation. Taking a cue from our earlier work with Google home, we helped to create a new type of educational content that does double lifting: for pre-purchase, it’s awareness and product marketing for decision-making. For post-purchase, it’s product education. The result is that shoppers can see the initial value of Pixelbook; for buyers, they can unlock additional value by understanding and fully using all of the product features.