Meta is the OG social networking platform. Reaching 3.7B people monthly across its family of apps, they lie at the intersection of people, connectivity and technology, and are at the center of a world that is constantly and quickly changing. These ingredients make them, more than any of their competitors, a unique place where small businesses can grow, connect and be discovered.

On the other hand, being a small business owner is already a challenge, and keeping up with changing technology along with everything that comes with it can be daunting and overwhelming.

Our task was to lift up SMBs while demonstrating how Meta drives economic economic opportunity in local communities. Popping up in five cities across the US, tools they need to connect with consumers—both IRL and URL—and give them the tangible support that they really need.

Across 5 cities in the United States, we developed a program to meet small businesses where they are, providing a space to receive personalized support on Meta products, tools to grow their business, and an opportunity to network with other industry leaders, small businesses and Meta product experts.

The experience had to feel authentic, approachable, and practical for a variety of small businesses across the country, featuring key tools and training to grow their business and audience connection.

It had to be a space that offered support and training for businesses, while providing community, inspiration, and value. Using the overarching wrapper of ‘good ideas deserve to be found’, we created a one-stop hybrid experience for SMBs that showcases Meta at the forefront of support.

To roll out these resources, we included a series of tactical support pillars & experiences:

Intimate workshops building confidence in tools like Instagram Reels, analytics, and digital marketing.

Panels & Keynotes featured community leaders, entrepreneurs, and experts in the field.

Local Businesses and chambers of commerce spoke on panels to drive community connection.

Instagram’s Reels School Photo Studio

Bring your product to learn directly from professional photographers

Platform tutorials like green screen, stop motion, and magic trick to practice creating content with colorful props and clean backdrops.

Expert 1:1 professional guidance, capturing product photography along with headshots.

Always-on support bar provided a chance to sit down with platform and partner gurus to discover new features and get product support to grow their business.

Adobe/Vimeo Partner workshops share marketing best practices and creative resources

Lights and phone stands at each desk for hands-on workshops with expert instructors on the best ways to shoot content.

Metaverse demo zone with Meta Quest, Portal and RayBan Glasses Stories explored how the future might inform businesses.

Localized networking brought together diverse-owned businesses.

his program over-delivered city over city:

Supported 2,000 SBs in-person, averaging 350+ attendees/city, (189% of goal)

Average dwell time 3-4 hours, ~250 Support Bar interactions

Reached 1.7M+ businesses online (250% of goal)

Nationwide press coverage resulting in 14.7mm impressions: NBC News San Diego Business Journal, ABC, Mediapost, Inc, AdWeek, CBS, and more

Attendee Feedback:

“I drove 45 minutes both days to attend and it’s been the most valuable event I’ve been to in a long time. I learned more on day one than I have in the past five years while spending several hundred dollars on online courses.”

“It was all easy to understand, nothing went over our heads. I can go home and start applying what I learned right away and see my sales grow.”

“I felt really stuck in a rut with content creation. The event has really inspired me for future content planning.”