The Brief:

I was asked to create a campaign that demonstrated for a general audience — rather than a relatively technical audience — how Meta’s innovations help people build community.

What I Did:

As executive producer, I led all aspects of the campaign production — from concept development to visual approvals to distribution. I worked with partners across business units, and countries, to find authentic stories of everyday people who use Meta’s core products – the Facebook app, WhatsApp, Instagram, and Oculus Quest – to build deeper connections within their communities, and in some cases with customers. I hired editors to interview subjects. We hired on-the-ground photographers. Stories were told in first-person, with almost no overt mention of Meta’s products and services. The stories were distributed across relevant social channels.

The Impact:

This was a new storytelling approach for Meta’s Communications organization, in part because it showed the power of telling a company-wide story around a single narrative — how tech innovations help bring people together — on owned channels. The approach was also unique because the campaign wasn’t tied to a news event. It’s evergreen content that can be used as a supplement to news announcements, to build an audience over time. The stories were durable — and stood among my team’s top-performing content for 2021.