Social TransformationTM
Google
Through tailor-made frameworks and first-of-a-kind programs, we have helped transform how Google approaches social, influence and advocacy.
We provide the audience and cultural insights that inform Google’s product marketing strategy and help Google put social and people at the heart of product development.
BUILDING THE STRATEGY
Driven by data, we then built out a 360° people-powered program architecture for Google’s hardware team incorporating multiple tiered cohorts from ‘Superfans’ to tiered influencers all the way through to global celebrity partnerships and even retail sales associates. Across each segment, we created an engagement strategy mapped to Google’s product roadmap as well as cultural calendar moments important for the Google brand to align with.
IMPLEMENTATION AT SCALE
Our evergreen programs now deliver 100s of activations across the Google brand portfolio each year – all managed and measured through our proprietary VoiceBoxTM platform. Our strategy ensures social content is also amplified omni-channel to maximize reach and impact. Here, our team manages the integration of advocate generated content (AGC) and influencer generated content (IGC) across the multiple consumer touchpoints including CRM, Retail G-Store, as well as owned social.
