Facebook | Grateful Together

Role: ASSOCIATE Creative Director, WriteR

How do we stoke inclusive, meaningful conversations across Facebook on Mother’s Day?

We invited Facebook users to go beyond the basic well wishes and #tbt photos on Mother’s Day to express gratitude for the women who’ve shaped our lives.

While a documentary-style hero video drove 6.7MM views, vignettes, carousel units, and stills broadened the campaigns reach. Each piece had CTAs that spoke to the interviewee's story, and inspired users to share their own experiences — How does your mom make you proud? How has your mom influenced who you are today? Tell us one thing your mom always says to you. — drove meaningful engagements and conversations among users.

TIMELINE COVER PHOTO

CAROUSEL UNIT | WORDS OF WISDOM

Carousel units were created around mini-themes that arose —priceless words of wisdom and poetic descriptions of Mom.