关注我们:
Google Developer Days: Google Helps Developer and Techies Go Beyond
2020铜奖

Google Developer Days: Google Helps Developer and Techies Go Beyond

ROI-B-2020-16078

品牌公司组 / BD-1001 整合传播营销类(单项)


参赛公司 谷歌 | Google
广告主/品牌主 谷歌 Google

作品信息

发布日期 2019年7月
投放周期 2.5 months
预算/研发成本 200-500万
公益 No
行业类别 软件及网络服务
品牌 谷歌 | Google
在线链接 Google Developer Days 2019

作品描述

背景

Google Developer Days are important events held annually in locations around the world to showcase Google’s latest products and technology. In China, due to limited understanding of key benefits or user experience, Google enjoys high brand recognition but falls short on product usage.

目标

We sought to maximize Google Developer Days 2019 event in China and desired to attract tech lovers in addition to hardcore developers.
Objectives:
1) Build brand awareness and positive perception among general public
2) Engage target audiences for brand favorability and bring them greater value

创意

We designed an integrated campaign that showcased Google’s helpfulness. Through creative content, influencer programs, traditional media outreach, online community and social media engagement, we crafted messages for the developer community while demonstrating the benefits of Google technology in other fields. We also created engaging activities that gave our audiences a unique experience and the opportunity to show off their knowledge.
A. Spark interest with clever coding
B. Partnership with platforms
C. Influencer relations
D. Creative activities on event day: 1) AR photo booth 2) Sandbox challenge 3) Special lucky draw during live-streaming
E. Traditional media relations

结果

The campaign exceeded all expectations.
- 208+ million online impressions, 28% above targets
- Engagement hit 12 million
- Generated 1,463 earned media clippings
- Achieved the highest satisfaction rate ever for Developer Days – over 97% were delighted with the event
- Google was the talk of the town for the whole month, in spite of the Mid-Autumn holiday break

分析

Various stimulating activities were created during event, to create a space for both hardcore developers and tech lovers to share their knowledge around social channels and even become brand advocates.
Multi-channel KOL programs helped to generate high-quality contents from multiple digital channels with diversified angles. Zhihu professional users shared deep insights while Bilibili top influencers focused on livestreaming and producing vivid post-event video content.
Google Developer Days were hosted around Chinese Mid-Autumn holiday, the holiday break usually diluted the focus of general public. However, by a well-planned communication wave and serious, careful facilitated execution, Google Developer Days content spread around and became the talk of town during the month.


Event Photo

2020 ROI AWARDS Entry_Google Developer Days

Case Video_Google Developer Days


制作信息

代理公司 明思力中国 | MSL China (上海)