Fandoms, alternate realities, and obsession-worthy hobbies exist in excess in the ever-expanding universe of 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.
After a dumpster fire of a year, we proved groups could be your happy place.
Augmenting the reality of 2020 took on many forms.
Instant experience, AR filters, playable ads, 360˚ videos, and social channel takeovers.
Interactive 360º ad experience.
Octonation Playable Ad
Queerty Gamers Playable Ad
Results
Message Pull-Through +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
(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.”
