Meta: Go Global Like A Local
Putting a human lens on digital solutions for businesses to scale
A little about the brand:
Meta’s platforms and technologies are used by big and small businesses around the world every single day. However, many of these businesses express uncertainty in how to use Meta’s solutions to unlock further growth. The aspiration for the cross-border program was to inspire small and medium businesses to explore and learn how to reach their global potential.
In our research, we realised that businesses tend to find inspiration and relate most to a business community that understands their concerns. It was clear that the power of Meta’s solutions needs to be matched by who vouches for it.
We created a full-funnel campaign with the ambition to establish a cross-border business community. This was kick-started with a mini documentary that charted a revelatory journey of two Korean businesses meeting a cross-border mentor that Meta introduces. The film was supported by an ecosystem of assets that drove deeper understanding of our products and strategic offerings through smaller satellite mentorship sessions as well as a cross-border business playbook.
Some challenges in getting this out:
South Korea served as the launchpad for this campaign but we needed to be mindful about how the program stayed relevant as it scaled across Asia Pacific. This involved extensive discussion with cross-functional and market teams to ensure that the program allowed for nuances to be accommodated without diluting the core messaging of community.
Why this mattered to me:
I own a small business myself and understood the challenge and intimidation of scaling. The growth of social media in the last decade has presented small and medium businesses a much fairer chance to grow and make an impact on the world and culture so I tremendously enjoyed supporting this change by bringing a thoughtful and human lens to what on the surface seems like just a B2B brief.
Where this was seen:
Digital, on-ground events