Facebook has been putting weight behind its Stories platform lately and the latest effort, ‘Stories Can Do It’ takes it global, with a new landing page, live activations during Advertising Week New York and a focus on the impact Stories can have on culture and business.
The campaign, created with one of Facebook's lead creative agencies, Droga5, aims to inspire a new generation of creatives with the format, and Facebook hopes to put Stories in a position to be at the center of the next wave of advertising.
'Stories Can Do It' kicks off at Advertising Week with two activations that showcase the platform's potential. The first sets out to prove Stories can find homes for unadoptable dogs. In this activation, Droga5 and Facebook created individual Stories ads for a group of unwanted shelter dogs. The second activation helps an up-and-coming comedian hone her material using the poll feature, culminating in a live performance during Advertising Week.
Facebook partnered with an animal shelter, Sean Casey Animal Rescue, to use the reach of Stories to get more dogs adopted. Stories featuring the dogs will run on the rescue’s Instagram account, geotargeting the New York area, encouraging viewers to swipe up to apply to adopt the featured dog. During Advertising Week, Sean Casey Animal Rescue will bring the dogs to the Lincoln Center venue for attendees to meet the dogs (Thursday, 26 September from 2-5pm ET) and learn how Stories is helping them find permanent homes.
Facebook is also partnering with up-and-coming comedian Tori Piskin to help her hone her act with Stories. Piskin will share her jokes on her Instagram Stories and ask viewers to give her feedback via the polling feature. She will then perform a comedy show at the event on Wednesday at 7:30pm ET.
With these activations and the new push, Facebook hopes to grow Stories and make the platform top-of-mind for users.
Andrew Fergusson, group creative director, Droga5, said: "I think most people are aware of how important Stories is in culture, but as advertisers, we’ve barely scratched the surface of how to use the platform to its full potential. Creatives often question the limitations of the format, rather than the opportunities, so it can often become an afterthought. The Facebook 'Stories Can Do It' campaign is about asking new questions on what Stories can do for people and brands, and then putting them to the test. Can Stories improve interaction? Can Stories sell anything? Can Stories make a comedian funnier? Can Stories get blind dogs adopted? We're about to find out."
See some of the work by clicking on the Creative Works box below.