Brand Activation Lab overview

January 2019

A 1-day workshop that helps you create consumer centric, digital-first marketing strategies for today’s customer journey.

Overview:

  • You will explore contemporary digital segmentation models and how could you define your audience in line with your marketing objectives
  • You’ll get to build a campaign prototype, complete with metrics and the right ad formats for every step of the customer journey through a step by step design sprint process
  • Your action plan will support you in kickstarting your digital marketing transformation journey by setting SMART goals and next steps
  • It’s a unique opportunity for you, your agencies and Google to collaborate on the creation of a strategic roadmap for that prototype, and finetune ways of working together as you build it
Brand Solutions Masterclass Overview - 1

After the Lab you’ll be able to:

  • Adopt a truly user-centric approach to digital marketing that will help you achieve your business and marketing objectives
  • Identify relevant digital touchpoints across the entire consumer journey
  • Make the most of audience signals to communicate the right message to the right person at the right moment
  • Identify relevant ad formats and metrics and explore data driven creatives for helpful, relevant and customer centric advertising
  • Brief partners and suppliers more effectively to make the most of the unique opportunities digital opens up
  • Refine and ultimately implement your campaign prototype
“Impactful cross-functional collaboration, excellent facilitators, direct application to my brand.”

– Devon Gillis, Brand Manager, Coca-Cola

You’ll come away with:

  • A working prototype for the digital side of an upcoming campaign for you to further iterate, sharpen and then launch
  • Actionable, user-centric, always-on frameworks around data signals and sources, content creation, media formats, measurement, planning and briefing processes
  • New KPIs that work offline as well as online - and across the full journey – and which help you achieve your business goals
  • A strategic roadmap that pinpoints concrete actions and commitments to further develop and iterate the prototype
  • New ways of working in a digital-first landscape to overcome legacy challenges and traditional mindsets
Brand Solutions Masterclass Overview - 2
“Thanks for investing in us – the relationship between Absa, our agencies and Google is going from strength to strength and we're starting to see results.”

– Casey Monteiro, Social Media Manager, Absa

Virtual brand activation Lab

5-6-hour, highly interactive digital workshop supporting marketers and their agency team in building actionable campaign prototypes and roadmaps.

Overview:

  • The virtual Brand Activation Lab focuses on creating consumer centric, digital-first marketing strategies for today’s customer journey
  • You will explore contemporary audience segmentation methods, digital signals and work towards an always relevant, always on marketing communication model
  • You’ll get to build a campaign prototype and action plan through a step by step design sprint process
  • It’s a unique opportunity for you, your agencies and Google to collaborate on the creation of a strategic roadmap for that prototype, and finetune ways of working together as you build it
“This Lab helped us to connect the dots and get to the next level for our upcoming consideration campaign in Spain.”

– Silvia Heras, Head of Customer Office Spain

After the Lab you’ll be able to:

  • Adopt a truly user-centric approach to digital marketing that will help you achieve your business and brand objectives
  • Identify relevant digital touchpoints across the entire consumer journey
  • Make the most of audience signals to communicate the right message to the right person at the right moment
  • Brief partners and suppliers more effectively to make the most of the unique opportunities digital opens up
  • Refine and ultimately implement your campaign prototype
”We highly appreciated the organisation of the workshop and the fact we defined a whole Youtube campaigns strategy with a strong focus on all the key elements (objectives, tools, results). Despite the particular current context, the efficiency of the digital format hasn’t impacted the flow and the quality of the content. The team is now comfortable with the methodology and all clear objectives we fixed”

– Raphaël Gilmas, CMO (LeLynx)

You’ll come away with:

  • A working prototype for the digital side of an upcoming campaign for you to further iterate, sharpen and then launch
  • Actionable, user-centric, always-on frameworks around data signals and sources, content creation, media formats, measurement, planning and briefing processes
  • New KPIs that work offline as well as online - and across the full journey – and which help you achieve your business goals
  • A strategic roadmap that pinpoints concrete actions and commitments to further develop and iterate the prototype
  • New ways of working in a digital-first landscape to overcome legacy challenges and traditional mindsets
“We managed to collaborate so well through a virtual space. It was effortless and held my attention throughout. The slides were colourful and creative”

– Simone Clark, Digital Strategy Lead

To find out more about taking part in a Brand Activation Lab, contact your Google Sales Rep.

Squared Guru