After a dumpster fire of a year, we proved groups could be your happy place.
Fandoms, alternate realities, and obsession worthy hobbies exist in excess in the ever-expanding universe that is Facebook Groups. This truly mobile-first campaign invited people to find their own safe corner of the internet and spend as much time there as they damn well please.
Augmenting the reality of 2020 took on many forms.
Instant experience, AR filters, playable ads, 360˚ videos, and social channel takeovers.
Click 👉 here for the 360º Spatial Sound Experience.
Octonation Playable Ad
Queerty Gamers Playable Ad
Results
Message Pull-Through (MPT) +3.7
0.8 pts above targetBreakthrough (pre-test)
Above Norm
Video Completion Rate 3.3%
vs. 1.8% tech benchmarkEngagement Rate 11.5%
vs. 9.6% tech benchmark
Efficiency: CPM $11.84
vs. $13.25 tech benchmarkFAV: 1.4% lift
(with PC audience compared with previous FB App campaigns)
Social Takeover, Chapter 1
“For the days and nights henceforth We Pretend It’s 1453 Internet Facebook Group is commandeering ye page”
Social Takeover, Chapter 2
“We’re putting a different spin on things for the next few days. Vinyl Junkies Facebook Group is here to turn up the sound and help you obsess over vinyl”
Social Takeover, Chapter 3
“Don’t oct like you don’t know! OctoNation® - The Largest Octopus Fan Club! Facebook Group is grabbing your attention with all eight arms for a takeover like nothing seen on dry land.”
