In recent years, diversity, equity and inclusion are in the center of the conversation of the marketing and advertising industry, but numbers still show that people are not yet feeling represented (ex.: 57% of Latin Americans surveyed do not know or do not recall any advertising that shows diversity in ad campaigns | Source: “Diversity & Inclusion Study", FBIQ 2021 and IBOPE Intelligence nov 2020). At Meta we believe that DE&I (diversity, equity and inclusion) is not only about social responsibility, but it also means tangible results: in solving new and complex challenges, in building innovation and creativity, and in transforming and evolving the business as a whole. Of course this journey is still only 1% finished, but we decided to take an affirmative step to both: Prove that DE&I means results, provoking and inviting the advertising industry to trigger action and put DE&I in the center of their business

In order to convince the industry to trigger action and transform their businesses having diversity, equity and inclusion as a central part of their journey and results, a sharp and effective impact was necessary to bring attention to the main message and the proven results. Meta created its first original entertainment content in Latin America for a B2B audience in the format of series, full of famous and emerging names all over Latin America, to show that this movement is already happening and the companies who take part in the right way may thrive more than the ones who don’t. The content piece set the stage for industry discussion, through an on demand documentary series of six, 20-minute episodes, 60 diverse Latin American voices (among famous artists, internet creators, agencies and companies all sizes, entrepreneurs and Meta employees) all presenting real life success cases, real numbers and data

We are all part of the problem, but we can all be part of the solution. To create real impact is necessary not only to convince the audience to put DE&I at the center of their business strategies, but also to support them through this journey. All around the centerpiece of original entertainment content that carries the convincing message, a network of support for companies was built: From Facebook groups with industry leaders discussing possibilities, a hub with inspiring content, research, success cases, and also people and companies that can actually be called to help companies in their first steps of the transformation, until hackathon/sprint sessions with many representative companies in Latin America in order to build a vision and all the steps, inside and out. More than tracking numbers and campaign KPIs, Meta sat in a humble position as a bridge between companies and communities, to help explore

DE&I is the project foundation, so the team had a balanced diverse representation, even our partners. It was necessary that the team would reflect the reality portrayed in Facebook LATAM Season, which became a 3 language content due to respecting each one’s origin. A part of the team took accessibility training in order to build the content accessible as much as possible. The project was shaped after 4 sprint sessions with diverse voices and was built across the Meta Platforms: Facebook, Facebook for Business platforms, Instagram and WhatsApp. All the episodes were hosted on Facebook Watch. One episode launch every other week with a strong communication plan: First, an employee only launch with episode guests and social media toolkit; then a press activation with exclusives; an avant premiere Watch Party in Facebook groups for the industry; an Instagram Live conversation between Meta executives and the episode stars;

The campaign reached more than 8.5M people, 30% above expected, through a comprehensive media strategy in both Owned and Paid channels, reaching 16 LATAM Markets, covering 90% of potential reach on-platform. Media channels outperformed benchmarks in both Click and View Rates, with 300M impressions and 27M video plays. 363K unique visitors in the content hub, 85% higher than previous Meta regional projects. Campaign Video Ad Completion Rate was 3.5x higher than benchmark. 88% of the conversation around the series was positive and It averaged 93% on-topic conversation, indicating not only the content and topic resonated with the audience, but also we targeted the correct audience. Statistic significant lift in attribution to Facebook in terms of business transformation through diversity and inclusion in key markets, Brazil (2.5pt) and Mexico (1.5pts). In Brazil, the campaign generated lift in Attribution even from a high baseline, with no movement seen amongst our competitors.