Facebook stuff 1/4

🎉 Community Awards

💡 Summary:
Facebook Groups are The Best Part Of The Internet™, so we threw the world's first Facebook Community Awards. To launch the awards (& get folks to VOTE), we built a massive, integrated, product-marketing experience that tells the unique stories of 22 amazing groups & their amazing admins...

🗓️ When: 😍 For:
2021 Meta (in house)

Facebook groups are not happy accidents! From the world changing to the kinda weird, the greatest groups are built on purpose, by regular people who believe in a vision. These are the real internet heroes, & they deserve some recognition. (whoa — it rhymes)

For our “Internet party”, we started with takeovers of the Facebook social channels...

We made the campaign films by taking real stories from the admins, digging through mountains of lo-fi UGC from the groups, throwing in mixed media weirdness, finding some sweet sweet music, & playing around in edit. BOOM: an authentic, people-powered vibe that feels of-the-internet, & looks like “content” more than “ads.

To make the experience seamless, we made personalized in-feed adds that drove to a custom voting hub within Facebook...

Within the in-app voting tool, we shared nominee films (aka “Nom Noms”) for 22 groups & their admins, showcasing what was beautiful, unique, true, quirky, special, emotive, & amazing about each one.

Some personal favs...

Finally we put on a live show, complete with visits from fancy people like Zuck, a fancy DJ, a fancy stage, & a couple of fancy group admins as hosts...

👋 My role:

Creative Director—defining strategy, shaping the concept, establishing the process with marketing partners, directing internal teams & agencies to craft everything, & partnering with groups & XFNs across orgs.

📈 Result:
We saw 2.2m views of the broadcast, & had 44K total votes. It was really hard for folks to choose favorites; there’s something to love about each group, & we think it shows. : )

Watch the Facebook Communities Summit here.

🧑‍🤝‍🧑 With:
Jesse Coulter, Andrea Mileskiewicz, Garrett Jones, Jose Luis Martinez, John Slater, Daniel Ilic, Chanler Bledsoe, Nicholas San Marzano, Lahn Nguyen, Marian Chiao, Charlotte Peterson, Lisa Chan, Brandon Romer, Andrew Furth, Sabrina Coulston, & Pavitra Pothpan

🎬 Partners:
Henri N’ Sebastian, 1st Avenue Machine, Jay McConville, Natalia Loiacono, JoLynn Garnes, Evan Kultangawa, Jonny Vitagliano, Deux Wave, The Teenage Diplomat, Lime, BDS, Antfood, Marmoset, APM, Antfood, Salt + Lime, & Catch & Release

Now check out this stuff...

👋 Email me & stuff

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“It’s got to be RWP!”

xoxo