Facebook launches first integrated mtkg campaign Live What You Love

Facebook and people in India have a powerful connection! It's not only a place where they connect with friends and family, share and express, but also a place to discover things that they like, join new conversations and follow their interests. For this large community of our users in India, we are constantly working to make their experience better and support them in their quest for personal growth and development.

Our first integrated marketing campaign- 'Live What You Love', launched earlier this month, celebrates these individual aspects and inspiring stories of people from within the community, who are exploring their passions and interests by making the best out of the platform. Through this campaign, we want to share with our wider community, especially those that are new to internet, how people are using Facebook in meaningful ways to do things that matter to them.

For the campaign, we worked with Wieden+Kennedy Amsterdam, to uncover commonalities in which our community is using Facebook and how the platform enables them to expand their lives and interests by connecting them to like-minded people, by surfacing the latest updates and information about their interests, or by providing a platform where they can explore and be more.

Rolling out across TV, print, outdoor, cinema and online, including Facebook, the campaign brings to life stories of people who are passionate, optimistic and constantly looking for ways to be better at their individual interest areas. The four films, out of which two are out - Sunny and Neha, depict unique stories of people doing extraordinary things that you wouldn’t normally associate with their archetypes. Similarly, the campaign idea when extended to the print and OOH executions, shows how diverse people and communities leverage Facebook to explore their passions.

Links to Videos:-
Neha -
Facebook Link: https://www.facebook.com/FacebookIndia/videos/4057029072204/
YouTube Link: https://youtu.be/zTNfazxF0pM

Sunny -
Facebook Link: https://www.facebook.com/FacebookIndia/videos/4056991791272/
YouTube Link: https://youtu.be/q_8Mjy1ufBc

Links to screen grabs:-
Neha - https://goo.gl/CXupCZ, https://goo.gl/grCrsH
Sunny - https://goo.gl/w2KXkK

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