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Empowering Google's Advocacy Through Content and Lead Generation
From strategy to execution, REC produced a two-day cultural experience and multi-channel campaign that blended event production, talent booking, branded content, and lead capture—amplifying Google’s message and driving real impact with creators.
Brand
Industry
Services
In February 2024, REC partnered with Google for the 3rd Annual IDMA Awards & Creator Day, reinforcing Google’s commitment to the creator community. REC's campaign delivered a sold-out event that garnered 1.3 million digital impressions and engaged a broad audience through targeted promotions and activations. The partnership focused on capturing valuable content—panels, workshops, and testimonials—and generating qualified leads to support Google’s advocacy efforts in Washington, DC.
The Challenge
Google required a comprehensive, turnkey solution to capture and produce high-quality, authentic content that could equip its advocacy team for lobbying efforts in support of creators. The content needed to showcase the success stories of influential creators who use Google products. Additionally, Google aimed to capture qualified leads of potential brand ambassadors and advocacy partners.
Our strategy
REC developed a robust campaign for the Google IDMA Awards & Creator Day, designed to meet Google's strategic objectives. This campaign integrated extensive digital promotion with immersive, day-long programming, including panels, workshops, activations, and strategic partnerships. The primary focus was on capturing high-quality, authentic content—such as full-length panels, workshops, and testimonials—that showcased the positive impact of Google products on creators, directly supporting Google’s advocacy efforts and capturing qualified leads.
Results
A sold-out event, 1M+ impressions, and 70% more survey responses than projected—this campaign delivered real results across digital, experiential, and lead generation channels.
"Leading how Google showed up at REC’s Awards Show and Creator Day is the most fulfilling body of work that I have owned since being at Google given the impact and results."
Highlights
Post-Event Evergreen Content (YouTube)
REC captured full-length recordings of all panels and workshops to produce long-form evergreen content for Google’s ongoing advocacy and creator engagement efforts.
Testimonial Video Series
To support Google’s lobbying and storytelling initiatives, REC produced a video series featuring 10 influential creators from our community, showcasing how they use Google products to grow their platforms and businesses.
Lead Generation Success
REC designed and executed a targeted lead capture campaign tied to Google’s creator survey. With a goal of 50 responses, we surpassed expectations—delivering 80+ qualified leads through an integrated, omni-channel approach tied directly to event programming.
Exclusive Creator Day Merchandise
REC designed and executed a targeted lead capture campaign tied to Google’s creator survey. With a goal of 50 responses, we surpassed expectations—delivering 80+ qualified leads through an integrated, omni-channel approach tied directly to event programming.
Urban Outfitters Media Partnership
In partnership with Urban Outfitters, REC activated an influencer to cover the event through IRL Instagram Stories and a collaborative IG Reel. The content captured the energy of the day and generated over 20,000 impressions, amplifying reach across both brands’ audiences.
Key Takeaways
The IDMA Awards & Creator Day presented by Google showcased REC's ability to produce authentic, high-impact content featuring creators and capture qualified leads. Through our deep understanding of Gen Z and Millennial audiences, REC seamlessly blended authenticity with innovation, keeping Google at the forefront of the creative community. This partnership not only strengthened Google’s presence but also demonstrated REC's expertise in executing experiences that drive meaningful engagement and tangible results for leading brands.
