Weave

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Google Cloud

The challenge

Google Cloud wanted to mark the tenth anniversary of Kubernetes and highlight its foundational role in creating and growing the cloud native ecosystem. As the original birthplace of Kubernetes and home of GKE, Google Cloud aimed to celebrate this milestone while reinforcing its continued leadership in platform engineering. The challenge was to create experiences that went beyond standard conference booths and static sponsorships and to deliver a campaign that captured both community spirit and enterprise impact across the industry’s top events.

The playbook

01

Assess

Weave

craft integrated event strategy

e partnered with the Google Cloud team to develop a unified celebration plan around 10 Years of Kubernetes with GKE, spanning multiple global conferences. The program combined two key activations: House of Kube, a traveling industry celebration, and PlatformCon25, where Google Cloud featured prominently at the New York Live Day. This gave the brand full coverage across developer, platform, and enterprise audiences while maintaining a cohesive narrative around Kubernetes innovation.

02

Validate

Generate

validate assumptions & create content

We helped shape technical sessions, panel discussions, and workshops that highlighted Google Cloud’s decade of leadership in Kubernetes and its evolving role in modern platform engineering.The content was designed to blend storytelling with technical credibility. Each event reinforced Google Cloud’s ongoing commitment to the open source ecosystem while spotlighting its enterprise scale capabilities.

03

Shape

execute on distribution & impact pipeline

Ahead of each activation, we coordinated global awareness campaigns across newsletters, social media, and digital channels under the #10YearsOfKubernetes theme.During the events, we captured content and interviews for follow up promotion, extending visibility long after the live experiences. This approach maximized awareness, lead generation, and community engagement across every channel.

The numbers

The anniversary campaign reestablished Google Cloud as both the creator and the continuing leader of the Kubernetes and platform engineering movement. Through a balance of celebration, storytelling, and targeted outreach, the program achieved lasting visibility and measurable commercial results.

8 major talks and keynotes delivered across four global events.

5 dedicated editorial features under the #10YearsOfKubernetes campaign.

5,000+

Qualified leads generated across all events.

2,500+

New enterprise contacts added to the database across multiple target regions.

55%

Uplift in enterprise opportunity pipeline in the two months following the activations.

85%

Boost in GKE brand awareness and social reach during the 2025 conference season.

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