FINDING A VOICE IN THE PANDEMIC

'Welcome To My New Office', Creative Director

When the world as we knew it changed overnight with COVID, Workplace from Meta needed to act fast to communicate its relevance to business owners and generate leads through performance marketing.

THE OPPORTUNITY In the world of performance marketing, brand takes a back seat. I recognised the opportunity to own a special kind of conversation that was authentic to the product and the world was in need of. My team proactively pitched the idea of a hybrid brand/performance campaign to maximise the opportunity and deliver a relevant and differentiated message.

THE INSIGHT With the WFH culture that emerged overnight, the concept "office" took on a whole new meaning. Whilst humans are resilient and adapted quickly to the change, turning personal spaces into workplaces. The one thing we couldn’t change was our need for connection.

THE IDEA Whilst other products was focusing on the what (functionality and efficiency). We understand the why (people and culture). Yes, we give everyone access to the information they need to get the job done. But more importantly, we provide a human and intuitive platform that connect workers, far and wide, to feel closer to each other and the company mission. We simply tapped into our brand differentiation of understanding people at work and leading with humanity. 

ORGANIC SOCIAL We extended the idea into social with insightful new human behaviours demanding a new work vocabulary.

THE RESULT  We were able combine two different kind of marketing activities to communicate a message that was sensitive to the times, relevant to our audience and enabled the brand to demonstrate its differentiation in a category bloated with functional messaging about productivity.