The new campaign promotes Facebook Groups, which will feature prominently in the new version of the Facebook app.
The campaign is the first under chief marketing officer Antonio Lucio, who joined last year.Source: Facebookis launching its first major brand campaign under its new chief marketing officer as it seeks to get people talking about Facebook Groups.
The campaign, called "More Together," will first launch in the U.S. with television spots and digital advertising outside of Facebook, out-of-home marketing and media partnerships. It focuses on people coming together on Facebook Groups over shared interests and experiences, whether it's tacos or sci-fi. The campaign will continue throughout the year focused on connections made through other Facebook products. The company would not say how much it is spending on the campaign.
Facebook's new campaign steers clear of those issues and zeroes in on Groups. That theme was also front-and-center at the company's F8 conference this week, where Facebookwhich will emphasize Groups and community to a greater extent than the previous designs. Facebook CEO Mark Zuckerberg said the company will take measures to ensure that it is not recommending users to join Groups made for the purpose of spreading misinformation.
The creative work for the campaign was done by Wieden + Kennedy, Facebook's internal creative team Creative X and Freuds Communications.
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