Facebook Privacy

One of the key issues Facebook needs to overcome is helping its users to not only master their privacy settings but for many, to realise they are there in the first place. I worked to develop an awareness campaign that delivered high brand recognition and cut through for Facebook on their own platform in amongst the other brand advertising they host. This was achieved with a series of short-form stories in 6, 10 and 15 second, attention grabbing and thumb-stopping videos to deliver clear messaging about the range of privacy options available.

The campaign significantly moved the metrics Facebook were measuring against and achieved 'breakthrough' and 'brand linkage' with its target audience. The UK general election coupled with Facebook’s announcement regarding political ads influenced the results somewhat, although the campaign directionally reduced the effect of negative news cycle for Facebook in the UK. 

ON PLATFORM

OUTDOOR

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6 SECOND VIDEO

Some ads in the series broke the 4th wall to show people interacting with Facebook's interface, demonstrating that your desired privacy setting is just a click away.

CINEMA COMMERCIAL