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There's “close” and then there's “THAT CLOSE.” Some people only see a certain side of us, but our closest connections know the most vulnerable, unedited, no-filter version of who we are. Messenger’s new campaign was celebrating “THAT CLOSE” friendships which we brought to life through on-platform social content for the campaign.
Messenger: TikTok Hashtag Challenge
Our goal for Messenger was to Reach Gen Z where they are by partnering with relevant Creators/Influencers in a TikTok Hashtag Challenge celebrating “THAT CLOSE” friendships. With Saweetie’s chart-topping “Best Friend” track bumpin’ in the background, TikTok influencers spearheaded the Hashtag Challenge with short 6-30 second videos celebrating the distinctions between their acquaintances versus their closest confidants. After racking up the views, the rest of the TikTok world joined in to show off their close vs. “THAT CLOSE” relationships. It was an explosive success, garnering over 12 billion views, with almost 2 million videos created over the life of the campaign.
Messenger: Moving Posters
Messenger: Steve Aoki and Travis Barker Activation
We Partnered with two well-known, highly Gen-Z, relevant creators with a significant following for the “THAT CLOSE” Messenger campaign. We spliced together the best footage from multiple cameras to create an exciting and compelling half hour concert with Steve Aoki and Travis Barker. Working on creating dynamic graphics for the concert and promotional material and sticker animations, we see Steve and Travis in their element: two besties having fun and putting on a great show.
Steve Aoki and Travis Barker Poster and Promo Teasers
Steve Aoki and Travis Barker Animated Stickers
