Facebook wanted to launch its new Facebook IQ insights group in a big way, with a live event series where they could engage their target—marketers, media buyers and planners.

Facebook IQ LIVE would “Find the Extraordinary in the Ordinary” with an educational experience that transformed intangible data into a literal, physical environment. To show what Facebook knew about the home, for example, we would recreate a home. Marketers could literally step into the research.

Life-sized installations and custom infographics made the research approachable and included:

• IQ’s Home – with a fabric room, real walls, doors and windows. Actors played “new parents” in the baby room. Outside, the driveway infographic visualized “new car” insights.

• Instagram Café – featured brand case studies and an oversized Instagram logo custom-made out of coffee cups

• IQ Park – with faux grass and a “Summer Stage” for the main events

• IQ Mart – showcased

Life-sized installations and custom infographics made the research approachable and included Facebook feeds on LCDs framed artistically as mobile phones so attendees could better understand what people post about.

Installations included:

• IQ’s Home – with a fabric roof, real walls, doors and windows. Actors played “new parents” in the baby room. Outside, the driveway infographic visualized “new car” insights.

• Instagram Café – featured a latté artist bar, an ingredients wall with brand case studies, and an oversized Instagram logo custom-made out of coffee cups.

• IQ Park – included faux grass, a “Summer Stage” for featured speakers and picnic blankets.

• IQ Mart – showcased shopper insights and was highlighted by an entrance made of shopping carts.

• IQ News – featured a sign made of rolled newspapers and “snackable” insights.

• “Americans on the Move” – visualized.

• The Year of Extraordinary Wall – featured unique “holidays” people post about.

Of the results we can share:

• Pre-promotion of NYC kick-off event had 832 total RSVP's and 460 total attendees, which achieved an overall 55% show rate, surpassing our event expectations.

• Overall, the event series first rolled out to the key markets where media and marketing decision-makers work and/or congregate (NYC, Chicago and Cannes had 1500+ attendees).

• Survey results based on attendee response showed:

93% Success Rate – Attendees either agree or strongly agree that “Facebook provides them with valuable insights that help drive my business.”

73% Either Agreed or Strongly Agreed – Attendees found “the information presented during the day to be useful and unique.”

10% Lift in Perception – “Facebook provides me with valuable insights that help drive my business.”