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Facebook Stories / 2018
From Facebook

In the  launching of the “Stories” feature I contributed via digital production and art direction to a $2M+ project, 57 videos in 14 shoots over 6 months which outperformed any other stories content produced on the platform to date.

THE CHALLENGE: Make people Stories producers.

1. Don’t have things that are post-worthy
2. Don’t know enough about it
3. Don’t see how it differs from other ways I share

Assignment: Create Video content served up through Stories to introduce, educate & inspire

These videos as a group perform among the highest tested for the key metrics, custom metrics, and intent metrics.

They performed well in sentiment testing of content, in if the ad felt like it was “for me” or “for everyone” and tested well among minorities.

Over-indexed on
  • “I have content that is worth posting to Facebook Stories”
  • “I understand how to use the tools featured in this ad”
  • “Facebook Stories help me share my everyday moments with the people who matter to me”
  • “Facebook Stories help people share more sides of themselves”
  • Intent Metrics of “share or post a story”