Brand: Facebook Messenger
Campaign: That Close
Role: Marketing Manager | Campaign Lead
Awards: Shorty On Platform | Shorty Multi-Platform

For Gen Z, friendship is everything: a celebration, introspection, growth, tension, conflict, everything.  To introduce the Messenger brand to the world for the first time, we wanted to focus on the kind of close friendship that makes you feel like the most real version of yourself. Under the banner of That Close, the Messenger team worked to shine a light on the shared experiences Messenger can provide that help young people connect and communicate their most authentic selves. 

The campaign was successful in achieving our strategic objective of improving perceived brand value, measured by lifts in recognition of phrases like “Feel Closer” (+2.4pts @ 95%) and “Shared Experience” (+2.3pts @ 95%). The campaign most strongly resonated with users already aware of the Watch Together feature on Messenger. Our campaign exceeded our delivery goals across all channels, with overall impressions exceeding 4 Billion.