The campaign launched with a microsite featuring 48 films and photos, made to be shared with specific types of friends on Facebook. The films also ran as Instagram’s first ever video ad campaign as well as a banner campaign across the web.

In addition to the friend-specific films, our three manifesto TV spots ran as sponsored Facebook posts. They reinforced the overarching message of friendship as users shared the individual films about specific friend types.

Offline, the friend-specific films lived as highly contextual digital billboards, showcasing different friends in relevant locations.

So far, the campaign has been a success. As a body of work, it’s been shared almost a quarter of a million times, viewed over 90 million times, and has garnered over 787 million impressions.

The press response has been positive i.e. ‘Facebook’s new ads make us grateful it exists.’ - FastCompany and ‘Facebook just made some of the truest ads ever about friendship.’- Adweek

And ultimately we’ve seen a 10% lift in brand sentiment since the campaign started.

Although Facebook is well known, many people see it’s use as trivial and Facebook friendships as less meaningful than others. We wanted to remind people that friendships of all kinds are what make life rich. Our goal with this campaign was to invite people to acknowledge and celebrate the different kinds of friendship that are meaningful in their life. We targeted 18-65 year old Facebook users in the UK and Canada who over time have lost some of their interest and use for Facebook.

We wanted to remind people that our different friendships actually enrich us in different ways and make us who we are. Our campaign worked to let people celebrate all the different friends in their lives.

In letting people recognize and share with their different friends we reinforced the truth that Facebook is a place where all different kinds of friendships thrive.