Meta has partnered with creative agency, Now We Collide to showcase the strength and resilience of small businesses around Australia.
The campaign “Good Ideas Deserve To Be Found,” features the stories of four Australian businesses including Singing Magpie (SA), BoardSox (VIC), D-STILL Drinkware (QLD) and Survival Emergency Solutions (NSW).
Each story shows how the business found their own way to pivot and thrive through the pandemic, whether it was using Facebook or Instagram to start a new business, running personalised ads to find new customers or listening to customers to refine their offering.
Notably, this is Meta’s first dedicated small business campaign in Australia since its re-brand in November.
Insights from Meta’s Dynamic Markets Report helped to inform the direction of the campaign, highlighting how Meta’s tools were used to help Australian entrepreneurs start a new business, pivot to new ways of working and grow online.
The report found that 82 per cent of Australian SMBs used Meta’s apps (Facebook and Instagram) to start their own business, while 64 per cent said that Meta’s apps were important to adapt to the changing business environment during the pandemic.
One of the most popular tools was the use of personalised ads which 71 per cent of SMB’s reported were important for the success of their business.
The campaign will feature across digital, print and out of home channels utilising a range of video and still assets.
“The approach we took allows the genuine journey of each business owner to really shine through and we hope they inspire others to understand what’s possible,” said managing partner and CEO, Now We Collide, Keir Maher.
Head of policy programs, Meta ANZ, Alisha Elliot also commented stating, “This campaign highlights the value of Meta’s tools and in particular, personalised advertising, to enable small businesses to participate in the digital economy with precision, impact and ensures their marketing investments are effective.”
Head of Policy Programs ANZ – Alisha Elliott
Project Manager – Montana Cooper
SMB Marketing Manager – Meg Montgomery
Creative: Now We Collide
Executive Producer – Keir Maher
Chief Creative Officer – Ryan Bodger
Creative Director – Kurt Toohey
Producer – Amanda Cooton
Art Director – Kate O’Donnell
Copywriter – John Kerswell / Lyndon Christie
Director of Photography – Patrick Harris
Media: Dentsu X
Senior Media Director – Sonam Singh
Associate Media Director – Jose Pantangco
Media Executive – May Ng