FACEBOOK | SOCIAL AOR, CAMPAIGN
Role: ASSOCIATE Creative Director, WriteR
👩🍼GRATEFUL TOGETHER👩🏽🍼
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. A heartfelt, documentary-style hero video, directed by Tatia Pilieva (First Kiss), 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 priceless words of wisdom and poetic descriptions of Mom.