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SPECS
Video
Images
Google Events
Highlights
2016: 53 events, 13 countries
2017: 161 events, 24 countries
2018: 925 events, 60 countries
Buzz
Process
Automation
Measurement
We knew that enabling effective global events at scale would require a powerful system to build the framework for any new teams or markets that might come our way. Our philosophy: automate processes whenever possible, then craft intuitive guidelines to dictate the rest. With this approach, we helped Google institute three critical shifts to their event execution.
From siloed to standardized reporting. Marketers need processes in place to measure event success, so we developed a pipeline to enable measurement and reporting at a global level.
From inconsistent to unified presentations. Events need to walk a fine line between catering to a specific audience and maintaining the global brand. Our brand guidelines—hosted online for maximum accessibility—enabled this global brand consistency.
From spreadsheets to automation. Automating manual work helped teams save time, emphasize QA and validation, and measure success against a baseline.