Cannes Lions

AROUND MEXICO WITH MESSENGER

SID LEE, New York / FACEBOOK / 2014

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Overview

Entries

Credits

Overview

Execution

Facebook's goal is to connect people online to create deeper, meaningful experiences offline, so the Facebook Messenger app was redesigned to improve these real-time connections with friends and family around the world. Through Cris’ journey we showed our audience the emotional benefit of the app’s features by inviting them to see how he used the app to keep up with friends back home, meet new friends on the road, and see sights across Mexico. By creating an opportunity to connect online and through the app we were able to prove the value of the social connections Facebook wanted to create.

Outcome

A national phenomenon:

o Total reach for the campaign = 200 Million, for a total 257 Million impressions.

Highly engaging:

o More than 4.7 millions Mexican fans engaged directly with our social experiment.

Quickly turning viral and triggering conversation:

o The 'Talking about it rate' increased by 800% during the campaign.

Increasing the efficiency of media buys:

o By 40% versus traditional posts

= An efficient tool to convert:

o 62% of people who saw the ad felt Messenger allowed them to connect instantly with Friends

o Click through rate increased by 2.5%

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