Meta
During Pride, I helped Meta highlight and celebrate moments of connection through conversations via Messenger.
The resulting social campaign spotlighted how Messenger’s expressive features empower the LGBTQ+ community to have more dynamic conversations about their identity, and the shared experiences that result.
Insight
Messaging empowers the LGBTQ+ community to make themselves visible to others in ways they cannot in person.
Output
Messenger Pride Campaign@messenger Social PlaybookOngoing social strategy
Idea
Connect with Pride.
At the heart of the campaign is a powerful film—our hero moment—that brings to life the story of Kais, a young man from Tunisia who left his home country where it is illegal by law to be gay. Arriving in the United States alone, Kais finds connection and comfort through Messenger, using it to stay close and share updates with the people who matter most.
Impact
Finding Community.
The hero film and short form videos ran on Messenger’s social media platforms and was shared by influencer talent, driving significant reach and an overall engagement rate that was 85% stronger than benchmark.
800k
4k
people organically reached
reactions on social
