Facebook | Stories

Creating the highest ever testing films for Facebook.

SET-UP

In 2019, Facebook users stopped sharing like they used to. Whether the pressure of the newsfeed had become too much of a barrier of perfection, or people had become too concerned about oversharing, they needed a new way to connect. After all, it’s the act of sharing our everyday lives with our friends that brings us closer together.

STRATEGY

Facebook had a product, Facebook Stories, which gave users a care-free way to share, but most users didn’t understand or know how to use it. So, we set out to show Facebook users that stories only last 24 hours, so they can share with ease, and continue to be a part of the everyday moments that make people our friends. The campaign would also serve the newly released brand tagline: “More Together”.

We created a series of 4 films for Facebook to share with its users in order to build understanding and desire to use the Facebook Stories product. We cast real users and organized their moments into a series of themed brand films. Each showcased how people use stories while highlighting the unique 24-hour nature of the product.

SUCCESS

During testing, our films received some of the highest marks ever, with 75-85% of users stopping their newsfeed scroll to watch our films.

My role included concept development and sell through.

Agency: Conscious Minds

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