META | A (Slightly) Life-Changing Story

THE BACKGROUND
Meta’s advertising business was being squeezed by new opt-out features for personalized ads. While it was understandable for people to want more privacy, Meta believed the data helped small businesses connect to people to whom their businesses were most relevant.

THE CHALLENGE
We had to create advertising about — well, advertising — that kept people open-minded about accepting personalized ads in their social feeds.

THE “A-HA”
No one likes ads. Personalized ads, however, were an essential tool for helping small businesses discover relevant consumers – and for people to discover relevant ideas that are just right for them. To encourage people not to opt out, we needed to show how important they are to small businesses, and how (slightly) life-changing they can be to consumers.

THE INSIGHT
When you find a small business that meets your needs, it can provide something so personally relevant that it personally improves your life.

THE IDEA
“A (Slightly) Life-Changing Story” is a tongue-in-cheek celebration of that moment when you find something that’s just perfect for you.

THE RESULTS
+200% positive sentiment towards personalized ads