During the 2025 Women's Euros, we evolved how Google engages with creators by rewarding what mattered most: quality and authentic content that could flex to follow real-time tournament moments.

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We threw out the standard briefing process and leaned into each creator's magic and their audience's appetite. Goodbye rigid tech briefs. Hello fun, free-flowing content that actually captures attention. Instead of prescribed Gemini demos, we empowered creators to weave Gemini into their regularly scheduled content. The weirder, the better. We understood that great social content rides the momentum of the moment and comes from the creator themself, not a rigid brief.

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The results: 90 assets launched across 27 creators for one tournament, achieving record-breaking performance and new efficiency benchmarks. More importantly, we built a scalable model for social-first influencer marketing, one that keeps pace with culture as it happens. Our team proved it works. Now it's shaping how Google moves forward.