Meta exists to give people the power to build community and bring the world closer together. Engaging with others through Meta’s products helps you unlock interests and opportunities. However, young adults had lost sight of the value Meta platforms have in their life. We discovered that while YAs are, in fact, regular users of Meta platforms it really doesn’t feel like part of their world.

Our challenge was to get them to radically reappraise the Meta brand.

Our insight was simple: when you connect with what you love on Meta, anything is possible. This led to Meta’s first global brand platform, “It’s Your World”: an invitation to make things happen in your life using Meta technologies, jump started with Coi Leray.

We launched 'It's Your World,' a new brand platform celebrating the value of Meta in users' lives. More than mere demonstration, it was an invitation, urging participants to engage with newfound agency and intentionality. Teaming up with Coi Leray, an influential young adult artist thriving on Meta platforms, we aimed not just to narrate her success story but to illustrate it. Through her collaboration with manga artist Acky Bright, director Fx Goby, anime concept artist Isago Fukuda, and basketball player Te'a Cooper, we orchestrated a convergence of cultural spheres—basketball, anime, and hip hop—to captivate our audience. This fusion promised a staggering outreach of 125MM individuals in the US alone. Together, they crafted a sensational anime-style music video for Coi's upcoming track, 'Make My Day (with David Guetta),' accompanied by a graphic novel. Their journey, chronicled on our platform, underscores the potential of unifying passions and people to create something extraordinary.

Meta builds technologies focused on people and their relationships, to enable connections that help you do more in your world, your way. Meta’s family of apps empowers connections across cultures, ages, and interests. However, a generation of young adults aren’t sure what role Meta plays in their lives.

Our insight was: the connections you make help you unlock your capacity to shape your life, in big and small ways, based on what is best for you. Simply put: when you connect with what interests you on Meta, anything is possible.

To create cultural heat we partnered with Coi Leray, a proud YA and rising musician, who’s building a successful career harnessing the power of Meta platforms. Instead of just telling her story, we decided to prove it by showing how Coi Leray uses Meta platforms as her tools to find inspiration, connections, and ultimately make and launch a music video.

Our creative platform, ‘It’s Your World’ demonstrated to our audience the empowering possibilities that it brings to their world and invites them to participate. Our ambition wasn’t just to get YAs to see the role that Meta actually plays in their lives, but move them to use the platforms with more intention, with more agency.

We inspired young adults to rediscover the value of Meta platforms by teaming up with Coi Leray to create a genre-defying manga-turned-anime music video that combined her favorite interests: basketball, anime, and hip hop—interests shared by a potential audience of 125MM young adults.

We launched the campaign with a Manga drop from Japanese artist Acky Bright, followed by stickers that trended #1. Next, we dropped our anime music video for Coi x David Guetta's new single, “Make My Day”, And the world took notice.

More details shared Confidentially below.