I worked as a senior copywriter in Meta’s in-house team, Facebook X, to develop a series of short-form, ‘on platform’ social ads that executed their strategy ‘More Together’.
Facebook Groups, the application available on the platform that allows users to create their own community, was the focus for executing ‘More Together’. The idea that despite our differences, we can achieve, do and make more as a community. At a time of divisiveness in the UK, as well and negative press cycle for Facebook, it also put the focus of Facebook back in the hands of it’s users, demonstrating the benefits of community creation using the platform.
Working with specialist casting agency, Salt & Lime Media, we searched for real Facebook Groups. We selected categories and subcategories within which we wanted to find groups. When we discovered groups with our desired number of members and the most engaging names, we then contacted their admins to engage them with the campaign. The active UK-based Facebook groups we elected to work with were based on a range of passions, from Sports and Pets to Parenting and Music.
Working as a team we devised what the universal messaging that everyone (even those not into Miniature Dachshunds) could relate to about that group.