'Young Adults' (18-29) love Facebook Marketplace, but they often use it for larger

purchase items like furniture and cars.

We wanted to drive greater usage of Marketplace by inspiring them with the breadth of items they can buy (and sell) at lower prices—so rather than a sofa for $300, a vintage dress or a house plant for $20.

Focused on 4 key areas: Clothing, Shoes & Accessories, Electronics and Home Decor, we set out to give Marketplace an identity, and create a campaign that would resonate with gen z and reflect the platform.

So, we opted for a campaign that felt more like content instead of ads, and that was authentic—using real stories and people from the platform rather than actors.

@Ezee is a creator, influencer, and entertainer.

We collaborated with her and asked Ezee to find a low-cost item she likes on Marketplace. A pair of cheetah roller skates caught her eye; we join Ezee as she goes to meet the seller and collect the boots—shot in true social vibes.

'Your Neighbors Have It'

Reach: 6.2M

Impressions: 109M

Targeting US 'Young Adults' (18-29) who are Facebook and Instagram users, we wanted to reflect the perfectly imperfect vibe of Marketplace.

Rather than make ads, our approach was to lean into the authenticity of the platform with creative that reflected social content — which resulted in us using real marketplace people and stories.