Facebook’s Community Boost Tour |
Roadshows | Industry Conferences | TradeShows
COMPANY
Instagram + Facebook
SITUATION
Facebook (Meta) wanted to promote awareness of its namesake brand and sibling platforms while increasing product adoption and advertising revenue among its SMB audience. Instagram supported Facebook's objectives by integrating their platform's experiences into Facebook's Community Boost Program - a 30-city, nationwide tour.
STRATEGY
Instagram executed a multi-tiered approach, including furnishing large and small-scale immersive booths, providing C-suite engagement, offering interactive programming, and leveraging local ambassadors.
DELIVERABLES
Immersive Booth Experiences: Develop large-scale, highly produced interactive Instagram experiences for marquee events and lightweight, replicable booth experiences that could easily travel to all 30 cities.
C-suite Engagement: Plan and execute executive events where Instagram's C-suite interacts with the SMB community, including fireside chats and panel discussions.
Interactive Programming: Develop educational Instagram marketing sessions for SMBs to increase comfort with and adoption of Instagram Stories and other products that support SMBs' marketing goals.
Leverage Local Ambassadors: Create a scalable staffing plan by leveraging local brand ambassadors. Train ambassadors to ensure consistent attendee experiences across all tour stops.
Feedback Loop: Regularly review and communicate product feedback from the tour to relevant Instagram teams.
RESULTS
+ Educated over 15,000 SMBs on how to leverage Instagram for their business
+ Received a remarkable 94% attendee satisfaction rating for Instagram-specific experiences, booths and sessions
+ Garnered over 1,500 pieces of earned media coverage