In October of 2021, Mark Zuckerberg announced Facebook was changing its name to Meta to better represent the company’s future ambitions. The business community that had come to rely on Facebook, Instagram, Messenger and WhatsApp to find their customers worried they were being left behind for something called “the metaverse”.

Our challenge was to reintroduce marketers to the brand now known as Meta, and restore confidence in the ways we deliver innovation and value today. To make sure businesses saw our platforms as places they can connect the customers and drive results, even using the metaverse. Marketers needed to see that they didn’t have to wait on the future: whatever, wherever and however people want to connect, including with brands, they do it here.

We collaborated with some of the world’s biggest and most trusted brands to see what’s possible when they “meet” an audience on our platforms or used Meta technologies: Clinique, Havaianas, KLM, LG, Miller, Volvo, Wendy's and more.

The idea gave marketers a literally a peek behind the curtain, with content, activations and immersive experiences revealing not only the people brands can interact with but the results they can meet.

Executions put the interaction between brands and people on display to inspire the industry with what’s possible on our platforms. And by telling the story of how businesses and people “meet” across our platforms we helped the business community Meet Meta.

​​Our audience focused on key marketing decision makers for large multi-national advertisers. CMOs, leaders, creative and media execs who are under pressure to deliver results. They want proven solutions that give them the most bang for their buck.

Strategically, Meta has always been in the business of bringing people together to build social connection. As integral as that is to society it can be overlooked by businesses or not seen as innovative.

We invited marketers to interact with our activations and experiences just like the way people interact with brands that result in valuable outcomes. And we had to reinforce our commitment to their business today, reminding them Meta is still their best option to “meet” the customers and results they need.

The idea was revealed at Cannes Lions in 2022, with high impact placements inviting the creative industry to “Meet Meta” at our beach presence. After seeding the idea, executions stretched across the world in traditional, digital, and social media, with a surge in October when businesses start planning next year’s ad spend. The work ramped up for major industry events including Advertising Week in the US and Korea, New Fronts, where influential industry figures were treated to immersive experiences where they could “meet” real brands and “meet” what was possible with Meta technology.

"Meet Meta" results in sales were immediate. The campaign reached hundreds of thousands of business decision-makers worldwide. The Meta Beach in Cannes had its largest attendance ever. The experiences at Advertising Week NY and IAB Newfronts got fully booked in a few hours. The brand perception was above all benchmarks, and media reaction was highly positive. For numbers and other shareable information, please watch the case study video.