Facebook SMB is a small, agile, and highly effective team. In my time with them at Facebook we were able to become the most impactful team in the entire organization. This is in no small part to the way we approached our messaging & creative. Finding the photos and artwork from other teams to be ineffectual in driving impact (not to mention way to expensive), we set out to get our own assets to use.
Facebook SMB (Small Business) is finding it difficult to correctly convey ideas and concepts focus on small businesses with an incredibly limited catalogue of photos and artwork. The SMB team doesn’t have photos that correlate to the topics they explain in their ads, webpages, presentations directed at small businesses.
Launch a two-part photoshoot campaign that covers the needs of Facebook and Instagram SMB that distinctly feel on brand and have the potential to be used multiple times and across several topics. Compile all the needs—settings, devices, represented individuals, and include the most important verticals that represent each side of the business.
This was a multifaceted campaign that was broken out to Facebook & Instagram, and then from there broken down into multiple business verticals.
#1 downloaded creative asset pack on internal system
Used in thousands of FB + IG materials globally
Prominently featured on Facebook Business site
Saved time & money by sourcing our own shots
Creative Direction, Art Direction, Postproduction, Strategy
Managing Director: Tanya Ghosh
Account Director: Ian Preston