Facebook
Always On
About
Building a community of millions takes a lot of time, ideas and attention
to craft. For years, I was responsible for making Facebook’s Facebook page the best page on Facebook.
Doing that required attaching the brand to culturally relevant moments
and facts, being unapologetically Brazilian and turning powerful, real stories into powerful, entertaining content. Here you’ll find some of that work.
Desafio dos Grupos | Case Study
Desafio dos Grupos
Case Study
International
Women’s Day
We turned the powerful names of Facebook Groups into visual statements illustrated by amazing female Brazilian artists. The results were shared online and made available as t-shirts, sold through a female-owned business that originated in another Facebook Group.
Group Where
We Pretend
We Are in Carnival
Following the trend of creating Facebook Groups to pretend you’re someone (e.g., old people confused with technology, a French chef, etc.), we created a Group where people could pretend they were in Carnival. This helped Brazilians find meaningful connections (and some fun) in a time when real connections were essentially forbidden.
Porchat Does
More With Facebook Groups
To help us show you can do anything with the help of Facebook Groups, we invited Fábio Porchat - a man of many talents - to join a few of them and learn some new tricks and skills.
The series of 5 videos ran on Facebook’s page
and Porchat’s own profile.
End of Year 2020
During the pandemic, many brands liked to pretend they were by people’s side in such uncertain times. Few of them could do it for real like Facebook could.
Throughout the year, millions of people connected, shared and learned with each other inside Facebook Groups.
This film celebrated that truthful - and much necessary - real connection.
