facebook: Because of mom

At VaynerMedia I helped pitch and win Facebook social. Our challenge was to reposition their content to earn more meaningful engagement, leading to the development of several uplifting and heartfelt campaigns targeted to their diverse community.

Our first 360 campaign was Because of Mom, a Mother’s Day campaign that went beyond the typical “wish your mom a happy’s moms day” and instead focused on bringing everyone together to share stories about how their moms or mother figures helped shape their lives. A man-on-the-street style hero video documented stories about how moms impacted different Facebook community members’ lives, and vignettes, carousels, quote cards, and Instagram Stories helped us expand our reach.

With 6.8 MM views on our hero, we were able to achieve 1.1MM meaningful engagements via post copy that asked users to share their own stories about the role their mom played in their lives. At the time, this was the highest amount of engagement any piece of video content received on Facebook’s social platforms, making the campaign a huge success.

hero video

vignettes

organic instagram story

organic quote cards

The team: Creative Director: John McGill / Associate Creative Director: Tricia Olds / Senior Copywriter: Jessica Druck / Senior Art Director: Marta Guerra / Director: Tatia Pilieva