+25 points in brand metrics
Helping a highly scrutinized brand improve its image is a challenge. As the lead writer working alongside animation studios Hornet and Moth, I created several video campaigns for Facebook initiatives ranging from consumer education to product launches.
Based on multimarket consumer research insights, many of which I helped unearth while traveling with Facebook across the globe, these videos helped to bring transparency and warmth to the brand, with results to prove it.
Facebook Fundraiser launch video. Within a year of launch, more than 750,000 nonprofits were participating.
At a time when Brexit, the refugee crisis, and the 2016 election were stirring tension throughout social media, this video lifted brand metrics by up to 25 points in the US, significantly higher than other marketing efforts Facebook tested. It also increased the perception that Facebook puts effort into keeping abuse off the platform and takes that responsibility seriously.