From the silly to the sincere to the kinda weird, there’s a community on Facebook for every interest. Our job was to celebrate the best of these communities and show others the potential when people come together on Facebook.

From the silly to the sincere to the kinda weird there’s a community on Facebook for every interest and for anyone to feel like they belong. The greatest Facebook Groups are built with a purpose, by regular people who believe in a vision. How do you shine a light on these communities and show others the potential when people come together on Facebook? You bring together the people that bring people together and celebrate them in an immersive, online Facebook Community Summit and award show. We brought this to life with a non-traditional approach: the creative would be made entirely by the community via only real Facebook Group stories and lo-fi group user-generated content — the first ever online event and awards show that is from the community and made by the community. A campaign that spanned across in-product surfaces and live online event streaming, to in-feed social promos and

Knowing that our mission was to celebrate the best of these communities, the key to our executional approach was authenticity—because it was important that our work represent the real, powerful, and diverse range of emotions across all the different nominated Facebook Groups. Our research showed that when our target audience of young adults see something they like—people being their authentic selves, bettering each other, taking real action—they want more of it. We celebrated these community builders and simultaneously motivated people to actually vote, by shining a light on Facebook Group impact stories. This project demanded a huge mix of deliverables and the creative team was in charge of crafting and shaping hundreds of user-generated clips. After 26 consecutive all day edit Zoom sessions our team created 27 unique films, 31 statics and a bespoke campaign asset pack for admins, event run of show, and in-product voting hub.

The Facebook Communities Summit and Awards Show was a massive

integrated product marketing campaign — live online event, social awareness campaign, and in-product user-voting hub experience. It was centered on honoring the true ethos, identity and sense of community fostered within Facebook Groups. Instead of a glossy, fabricated production, we created a program made 100% out of thousands of user-generated clips, authentic group admin stories, and people-powered passion and potential. From in-product surfaces to in-feed assets to show programming, we celebrated these leaders by giving them the spotlight to show off the communities they love. Not only did 5.1 million people tune in to the live show, we beat our goal and received a 21 point gain in our Net Promoter Score year over year. But the very best result: seeing these proud communities come together and get the recognition they deserved. Oh, and cats won *meow*.

5.1 million event views

7,533,259 total impressions

We beat our goal and received a 21 point gain in our Net Promoter Score year over year.

Of our entire target audience who watched – 66% reported feeling that our message was more believable than before they watched.