Meta Elevate was established in 2018 with a mission to focus and invest in building equitable tools and resources for the Black and Latinx & Hispanic communities. Although the program committed $200 million to support small and medium-sized businesses (SMBs), and creators, it still lacked brand recognition, cohesive and impactful social storytelling, strategic partnerships, and a true connection to the Black, Latinx & Hispanic communities.
Meta Elevate approached Creative Theory agency to develop a year-round social media strategy, thoughtful messaging, and emotionally resonant campaign moments such as this one to address these deficiencies.
Meta Elevate was established in 2018 with a mission to focus and invest in building equitable tools and resources for the Black and Latinx & Hispanic communities. Although the program committed $200 million to support small and medium-sized businesses (SMBs), and creators, it still lacked brand recognition, cohesive and impactful social storytelling, strategic partnerships, and a true connection to the Black, Latinx & Hispanic communities.
Meta Elevate approached Creative Theory agency to develop a year-round social media strategy, thoughtful messaging, and emotionally resonant campaign moments such as this one to address these deficiencies.
Creative Strategy
Social Listening
Social Media Strategy
Creative Direction
Production
Design
Copywriting
Influencer Management
Our goals for this project:
Through research and social listening, we understood that many Black and Latinx businesses were still recovering from shifts in consumer behavior due to the pandemic despite the fact that there was widespread, renewed urgency from creators and consumers to explore their world and share their discoveries. We leveraged this tension to develop “Outside” into a full campaign concept featuring four unique content creators and 12 different Black and/or Latinx-owned local businesses.
To bring “Outside” to life, we partnered with the minority-owned The City Unlimited as a production partner for this moment. It was important to source and select an inclusive partner for this work to reflect both Creative Theory Agency and Meta Elevate’s commitment to supplier diversity.
In terms of creative approach, we ensured that every asset felt accessible and real through the use of rapid-paced storytelling, dynamic transitions, 3-D imagery, b-roll, and a mix of direct-to-cam and voiceover storytelling.
To bring “Outside” to life, we partnered with the minority-owned The City Unlimited as a production partner for this moment. It was important to source and select an inclusive partner for this work to reflect both Creative Theory Agency and Meta Elevate’s commitment to supplier diversity.
In terms of creative approach, we ensured that every asset felt accessible and real through the use of rapid-paced storytelling, dynamic transitions, 3-D imagery, b-roll, and a mix of direct-to-cam and voiceover storytelling.
To bring “Outside” to life, we partnered with the minority-owned The City Unlimited as a production partner for this moment. It was important to source and select an inclusive partner for this work to reflect both Creative Theory Agency and Meta Elevate’s commitment to supplier diversity.
In terms of creative approach, we ensured that every asset felt accessible and real through the use of rapid-paced storytelling, dynamic transitions, 3-D imagery, b-roll, and a mix of direct-to-cam and voiceover storytelling.
