It’s In The Chat

Facebook groups and their use of Facebook Messenger allow millions of individuals to find their community, share interests, and even meet up for in-person events. Most group admins however are more interested in the content of their groups, than in the administrative aspects of running them. As a result, they are often unaware of the tools and features available to them in Admin Assist.

Our charge, was to get in front of the most powerful admins on the platform, and introduce them to a supercharged version of Community Chats and the Admin Assist functionality. The concept leveraged their current affinity for “the chat” within their groups as the place that their communities come to life. 

“It’s in the chat.”

A simple, repeatable thought that housed everything an Admin needs to turn their group into a full blown community. The campaign featured 30 unique static and motion assets, with a focus on in-feed video. We used customized sticker-style graphics that were relevant to the specific subcultures of the groups we were targeting. We also recreated UI and in-app interactions to help administrators visualize how Admin Assist could be used to manage their groups. The campaign was a success, resulting in a significant increase in the use of Community Chats tools and functions.

Contributions: Art & Creative Direction