Google for India

Google for India is a major annual moment bringing Google's products, technologies and initiatives for India together.

The event brings together a large volume of product announcements, launches, demos and initiatives. The challenge was to identify the stories within the event that could matter to consumers, and turn them into accessible, social-first content rather than simply reporting what happened on stage.

Technology becomes more interesting when people can see themselves in it.

Instead of asking only "What did Google announce?", the social strategy was: "What is the human story inside this announcement?"

Break down the event into consumer-facing stories and use the right combination of owned content, creator storytelling, on-ground coverage and paid distribution to make the information easier to understand and more interesting to engage with.

I owned the content and amplification strategy across the event.

• Breaking down the event and identifying consumer-facing stories
• Shaping the social content strategy and format mix
• Developing concepts and creative briefs
• Writing and shaping copy
• Selecting and briefing creators
• Working with creator managers and influencer agencies
• Brainstorming creator-specific concepts and adaptations
• Reviewing and approving edits
• Managing agency and production stakeholders
• Working with PMMs, PR, events teams and Legal
• Planning on-ground content capture
• Coordinating creator schedules and production
• Ensuring creators experienced the demo zones and sandboxes
• Deciding what needed to be captured on-ground
• Supporting real-time event publishing
• Working with paid media teams to categorise audiences and distribute relevant stories

The event itself was part of the story.

I worked on-ground across the venue, demo zones and sandboxes to make sure creators could experience the technology properly and that what they captured actually showed what the demos did.

This meant coordinating the event team, production, creators and agencies around schedules, show flow, access and content requirements.

Rather than asking creators to simply repeat event announcements, the strategy was to let them translate the stories into formats their own audiences already understood, including sketches, stories, whatever formats best suited their style and vibe.