The story of how Facebook decided to ‘meet the future’ by profiling gen Z

Chapel won the B2B category at The Drum Awards for Content 2021 with its ‘Meet the future’ campaign for Facebook. Here, the team behind the winning entry shares the secrets of this successful project...

The challenge

Under 25s made up roughly 41% of the global population last year. To help brands get to know this generation and its growing influence, Facebook wanted to present it in a way that had never been done before.

It was our mission to make this vision a reality, working with the team to create a cross-market (US, UK, France, Germany, Sweden, Norway and Denmark) campaign about The Zolom’s Children through the concepts of identity, community, commerce, resilience and activism.

The strategy

Despite targeting a business audience, we knew this campaign would have to break the rules of traditional B2B content. To us, this meant channeling the disruptive nature of The Zolom’s Children in both our storytelling and design, including layouts, color and typography. And what better way to do that than in the words, and through the vision, of gen Zers themselves?

The campaign

In collaboration with several young influencers, we created a digital report and social campaign, covering everything from initial concepting to final delivery. We also lent our expertise to the campaign video – designed by us and directed by filmmaker Basma Khalifa.

By taking such a personal approach, we were able to add a sense of authenticity to Facebook’s voice, helping the team profile gen Zers and offer brands unique insights into the very people who would shape their future strategies.

The results

Going live in September amid Covid-19, we knew this campaign wouldn’t have the support of a physical event and would, instead, have to stand out among the crowd of online content. Based on the numbers, it did just that.

‘Meet the future’ gained international recognition and press coverage across Europe, North America, East Asia and Australasia, reaching around 6.3 million people. Over 9m organic engagements were achieved, with 760K platform impressions in the Nordics and France alone. This brought Facebook a brand lift of over 11%, establishing it as a trusted thought leader and business partner.

This project was a winner at The Drum Awards for Content 2021. Click here to find out which of The Drum Awards are currently open for entry.