For Women’s History Month, Meta wanted to celebrate the collective power of women.

2020 was a difficult year for everyone, particularly for women who were disproportionately impacted by pre-existing inequities and social dynamics. Despite these challenges, women were ready to show up for one another and they used Meta’s platforms to do so.

Relying on others is often seen as a weakness, but women are pushing against this perception and proving every day that they’re stronger when they come together. They say “it takes a village,” but a lot of the time it actually takes a sisterhood to fight for progress.

The big idea behind Meta’s Women’s History Month campaign was Women x Women. In the campaign, we wanted to highlight how despite the challenges women face, they are finding each other across Meta’s apps and technologies - collaborating, creating progress and forging new paths for generations to come.

In addition to our storytelling, we conceptually communicate this collective power through the “x” in the campaign name as well as in the kaleidoscope art direction. Both of these elements represent the intersectionality and multiplying power that can only be seen and felt when women come together and openly share their experiences.

Our main objective for this campaign was to demonstrate the collective power of women. In addition to showcasing women who had already found each other, we wanted to inspire more women to come together and collaborate through the work.

Most importantly, we wanted to make sure that we always left the door open for the women in our audience to participate, from crowdsourced inspiration for song lyrics to hivemind interviews and AR filters.

We launched over 25 unique assets across Meta’s social channels, including videos, carousels, Stories, and much more. Each asset we created, including the creator Reels, camera effect, Stories polls, and song activation showed the collective power of women and also our social community.

The production process was complex due to COVID-19 restrictions, resulting in a fully remote shoot and post production. The goal of this campaign was to tell the stories of real women, so we had to make sure our talent was comfortable on set given the unusual circumstances.

As a result, the campaign brought together women of all ages, backgrounds and ethnicities to connect and build community across our platforms and beyond.

The Women X Women campaign achieved 89,070,547 total views between February 12, 2021 and March 31, 2021. Additionally, there were 56,432 engagements on our social content and 73,165 link clicks during this timeframe, demonstrating the relevance of this content to our audience and the collective power of women coming together and supporting one another on our platforms.

The campaign was not only celebrated by our community, but it was also picked up by publications like Campaign.