Analytics Strategy and Creative by the Numbers for Google
The Situation: In 2012 Google asked us to help activate their sponsorship of Pride in a 360 degree activation that centered around YouTube and Google+.
Strategy: Rather than Google telling the world what they thought the LGBT Community wanted to see and hear, we created a platform that allowed the community to tell the world what they wanted to say, amplified by Google’s vast and influential global network. Narrative, storytelling and ultimately story building would prove to be a winning and globally lauded strategy.
Analytics: Using our proprietary data science practice, we listening to global LGBT audience and found out exactly what they didn’t want to hear – brands spouting their own opinions about a heavily marginalized community. Rather, we found a community deeply interested in telling their own stories and sharing them with the world.
Solution: Working in tandem with the Google Canada team, we developed 6 documentary shorts narrated by individuals from the LGBT community working with Sundance film festivals best Director winner Jeff Feuerzeig. We also designed and built Google’s Pride float as seen by over 1 million people at the parade. The float was an interactive experience utilizing Google’s circles as a way to drive interaction with the community. Many from the Google Toronto office also marched in the parade. All of the content produced was focused within Google+ where we community managed and built up a global audience.
The Results: The campaign was as a resounding success with positive global cometary and outstanding media attention. Major news publications ran articles highlighting and further amplifying the story. All of the films also went global, getting great press and leading to award show wins and nominations.
• 17,823 people followed people in our global Pride+ shared circle
• 367,615 total views across video series
• 117 original posts made by community manager to Pride Toronto G+ page
• In the news the campaign garnered major national & global coverage
• Winner of multiple awards including a Webby Award