Facebook is this big cyber network, e-friends, website type of thing. It’s actually an app now too. For more than 3 years I led social media for the biggest social media company of all time. Here’s the very tip of the iceberg of all the stuff we did...
🎉 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)
2021 Meta (in house)
For our “Internet party”, we started with takeovers of the Facebook social channels...
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...
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. : )
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
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
🐶 Trending on Facebook
Some folks saw Facebook as boring, yet Facebook groups are anything but. We developed the “Trending on Facebook” program to showcase amazing groups & make it clear that Facebook groups are THE place for entertainment, cultural relevance, & fun.
🗓️ When: 😍 For:
2021-23 Meta (in house)
2021-23 Meta (in house)
No: narratives, exposition, story structure, supers, or plot.
Yes: ingredients collected from the group, montage edit structure, internety production, a group name graphic up the whole time, & strong use of music & audio.
Some other favs (out of nearly 100 we made)...
Finally, the group that started it...
Creative director—defining concepts, overseeing production & post, setting visual approach, collaborating with directors, edit houses, & cross functional partners in product, comms, legal, biz affairs, etc. Continued scaling & refinement over time.
📈 Result:
Some of the highest performing posts on Facebook’s social, & the groups we feature often saw spikes in group joins. This format / approach proved so succesful it scaled to multiple new dedicated workstreams, it provoked a reset of the Facebook brand design system, & the films were translated into a toolkit for the Facebook growth team.
Some of the highest performing posts on Facebook’s social, & the groups we feature often saw spikes in group joins. This format / approach proved so succesful it scaled to multiple new dedicated workstreams, it provoked a reset of the Facebook brand design system, & the films were translated into a toolkit for the Facebook growth team.
🧑🤝🧑 With:
Jesse Coulter, Andrea Mileskiewicz, Chanler Bledsoe, David Adams, Victoria Deldin, Melanie Matlock, Diana Fujii, Molly Fleet, Scott Pierce, Rachel Greenlee, Kim Withee, Haley Mazza
Jesse Coulter, Andrea Mileskiewicz, Chanler Bledsoe, David Adams, Victoria Deldin, Melanie Matlock, Diana Fujii, Molly Fleet, Scott Pierce, Rachel Greenlee, Kim Withee, Haley Mazza
🎬 Partners:
PS260, Even Odd, Laundry Service, APM, Marmoset, Salt & Lime, Human Kind, & Sparks and Honey
🔵 Brand refresh
The Facebook app brand needed an update. In early 2021, we rolled out a comprehensive design system refresh, with new strategy, new rules, new tools, & a ~fancy~ new ‘tude...
🗓️ When: 😍 For:
2021 Meta (in house)
2021 Meta (in house)
The identity needed to feel alive & active; to position Facebook as a platform for action & celebrate the people who use it.
Billions of people on Facebook are wildly different from each other, so we had to reflect an expressive range, while having enough constraints to feel distinct & unified.
This will more than likely be the widely seen project I’ll ever be involved with in my entire career. ¯\_(ツ)_/¯
Shaped overall concept & execution, built bridges between creative, social, product & marketing, defined art & motion direction, & drove iteration & refinement over time.
📈 Result:
Viewed as a major leap forward for product & brand working harmoniously. Recieved one of the rare positive reviews from design publication Brand New: “Overall, the best thing about this is that it looks like Facebook.” — we’ll take it : )
Viewed as a major leap forward for product & brand working harmoniously. Recieved one of the rare positive reviews from design publication Brand New: “Overall, the best thing about this is that it looks like Facebook.” — we’ll take it : )
🧑🤝🧑 With:
Sue Anderson, John Slater, Marian Chaio, Chris Cusson, Andy Hekimian, Tommy Gomez, Andrew Smylie, Pavitra Pothpan, Jessica Pierce
Sue Anderson, John Slater, Marian Chaio, Chris Cusson, Andy Hekimian, Tommy Gomez, Andrew Smylie, Pavitra Pothpan, Jessica Pierce
🎬 Partners:
Mother Design (London), Wieden+Kennedy (London), Jam3 (Toronto)
🍗 Group numbers
💡 Summary:
Facebook Groups bring all kinds of people together, but it’s what they have in common that unites them. For this campaign, we gave the group numbers a twist, surfacing shared beliefs as numbers that highlight commonality....
🗓️ When: 😍 For:
2019 Meta (in house)
2019 Meta (in house)
Some favs (out of 20 films)...
Creative Director—defining strategy, shaping the concept, overseeing post, & partnering with groups & XFNs across orgs.
📈 Result:
The campaign ran on: Hulu, NBC, ESPN, Fox, Pandora, Meredith, USA Today, YouTube TrueView Video, Programmatic Targeted Video, & of course - on Facebook.🎬 Partners: