Facebook | Grateful Together
Facebook invites users to go beyond the basic well wishes and #tbt photos on Mother’s Day to express gratitude for the women who’ve shaped our lives.
The Challenge: How do we stoke inclusive, meaningful conversations across Facebook on Mother’s Day?
The Idea: Invite a diverse group of individuals with all different kinds of mothers and relationships with their moms to share how their mother figures shaped them into the people they are today.
While a documentary-style hero video drove 6.7MM views, vignettes, carousel units, and stills broadened the campaigns reach. Each piece had CTA's that spoke to the interviewee's story, and inspired users to share their own experiences. Post copy such as — How does your mom make you proud? How has your mom influenced who you are today? Tell us one thing your mom always says to you. — drove meaningful engagements and conversations among users.
TIMELINE COVER PHOTO
CAROUSEL UNIT | WORDS OF WISDOM
Carousel units were created around mini-themes that arose —priceless words of wisdom from Mom and poetic descriptions of Mom.