Relaunching Facebook for young adults

One of Meta’s apps, Facebook, needed a relaunch. At the end of it’s partnership with the agency, that project went in-house and I had the opportunity to be the creative lead. I partnered with Insights to help shape the brief and collaborated with multiple cross-functional partners from Product Marketing Managers, Insights to Brand Systems. For the first time ever, brand sentiment moved positively with the Young Adults audience.

This work is all about that self-care energy. No one can take care of you better than yourself. Until you find people that takes care of each other. We highlighted a real Facebook Group called Screw It, Let’s Talk Astrology. The community practices self-care their own way through magic and togetherness.

As a part of the campaign, we turned the group’s real self-care tips into a VR experience and social content. And for the MTV VMAs, we made a spot on what self-care looks like to Becky G.