Case study film
Facebook has a problem — young adults don’t think it’s a place for entertaining stuff that relates to culture, and that it’s just a place for old people. ¯\_(ツ)_/¯
The truth is, there’s a BAZILLION Facebook Groups, so whatever culture is talking about, there’s a Facebook Group for that.
Our brief was to showcase that Facebook has relevant and entertaining content young adults care about, and that the brand has its finger on the pulse of ever-changing trends and cultural conversations.
We pair cultural signals with Facebook Groups…
The ‘There’s a Group For That’ Trending Program is an always-on content series on Facebook’s social channels that increases our cultural relevance by merging trends with corresponding Facebook Groups.
It moves at the speed of culture — sometimes turning around a piece of content in as little as six hours, and our playful ‘of the internet’ creative allows these communities to tell their own stories, in their own words using UGC from the groups.
The groups are amazing…
It can get weird…
The ‘There’s a Group For That’ Trending Program started to shift young adults’ perception of Facebook one entertaining and timely post after another. Proven by major spikes in Facebook Group joins of featured groups, 414,486,350 total program impressions, 1.1MM organic engagements in 2021 alone. It’s becoming one of Facebook’s most efficient engagement-driving content programs overall, while also one of the lowest budget allocations.
The party is just getting started. 🙃
Results
Impressions:
414+ million 👀
Organic engagements:
1.1+ million 🎉
Facebook Group joins:
Exploded 📈
