With an existential crisis looming, we noticed a shift: For young adults Facebook Groups was becoming less of a forum for hobbyist communities and more of a self-care support network. Our task was to reinforce this phenomenon, inspiring young adults to see groups as place to find people and communities that will help them grow their passions and interests: a place for people-powered life hacking.

Together does what alone can’t. Fueled by intimacy and acceptance, we celebrated unique and inclusive Facebook Group communities and reminded young adults that no one needs to take on life’s biggest challenges alone.

Deep and intimate knowledge of the groups we represented lead to beautifully human and emotionally impactful work. By conducting countless interviews with group Members and administrators the team gained an intimate understanding of each group’s mission in the world — why they existed and how they supported one another as a community — then strategically embedded learnings into our campaign stories.

The project featured OLV & ONP films, streaming audio, podcast host reads, banners, social assets (including 360° AR experiences) media partnerships & activations that ran in two phases. The National phase ran 8/23-9/26 and our Matched Market Test ran 9/27-10/24.

Despite running during a time where skepticism of the company was nearing an all-time high, the positive message about how Facebook Groups inspires people to discover and share unique forms of self-care shined through.

Please see “confidential information for the jury” section for results.