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Changing public opinion through Facebook Australia's first fully integrated above the line ad campaign.

Facebook

Here Together

With 2018 posing as one of the more challenging years, Facebook launched its global “Here Together” ad campaign to drive awareness of the changes it has made to protect people's privacy, remove fake accounts and ensure people have a positive and safe experience using the platform.

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The rollout, part of a global ad campaign localised by Now We Collide, consisted of online, out of home, cinema and TV, showcasing the social media service’s efforts to make positive change.

The integrated campaign focused on three key areas for Australians:
privacy, safety and integrity.

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“Facebook ANZ Head of Marketing, Alexandra Sloane, said while the ad campaign is global, research was undertaken in Australia to find out what is important to local Facebook users. Now We Collide were the perfect partner, being experienced enough to understand the business complexities, while bringing a high level, agile approach to creative and production.”

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Challenges

Dealing with internal stakeholders, around the clock, across multiple regions, in what was a super tight production timeline, meant running day/night shift productions teams, to ensure all media was delivered.

Problem-solving played a big part in this project, ensuring that the creative produced-vision filmed, user-generated content licensed, was all uniquely Australian. Real Aussies, doing real things on the platform.

Now We Collide were responsible for sourcing and licensing all Australian UGC content appearing in the campaign.

Results

The Australian ad campaign outperformed all other regions.

The integrated campaign measured highly effective in delivering the message and shifting public perception.