Facebook Moments: "Moments" is that thing at the top of your feed that reminds you to send a digital Mother's Day card to your mom. Each moment is themed under a certain "series" (such as "Close Relationship Days" for Mother's Day) and provides the user with a specific way to engage (like, sending a card).
The Brief: The Facebook Cultural Moments team needed help in defining their strategy for 2017-2019 series and their calendar of series moments. All previous Moments were centered around your typical Hallmark card holidays (Valentine's Day, Christmas, New Year, etc). There was a significant opportunity to build out the calendar in a more strategic way that aligns with Facebook's brand values and highlights the biggest moments of 2017-2019. These moments would connect the Facebook community and provide people with ways to engage and interact with the Moment and each other.
The work: Through social listening and relentless research we found the biggest globally relevant events that align to Facebook's brand mission of bringing people closer together. We focused on moments that could be experienced in real time (like the NASA live stream of the Great American Solar Eclipse), would aid in discovery (like the Geminids meteor shower shown below), and celebrate people who embody kindness and positivity.
We sold through several new moments and series, and provided Facebook with over 40 briefs on new moments, their global significance, user behavior, and cultural traditions that could be experienced through Facebook. These briefs were reviewed by Mark Zuckerburg and used by Facebook's creative team to inform new product experiences.
Please contact me directly for sample briefs and decks.