Indonesian teens and young adults are spending more time than ever before on digital and social media - but are disconnected from Facebook. Based on extensive past research into this challenge, the brand team had developed messaging and creative concepts targeted at getting them to consider Facebook again.

Our task was to use these concepts as stimulus for co-creating a messaging and creative strategy that could be powerful enough to reclaim its lost relevance in their lives.

Our research revealed the critical barriers that Facebook’s messaging and creatives for this audience must take on in order to reclaim relevance among them. Their blow-by-blow feedback on concept elements uncovered critical campaign guardrails and watch-outs for doing this. Most poignantly, they pointed us to how Facebook can uniquely, credibly and compellingly pitch itself as a meaningful counterpoint to the ‘fakes’ and ‘faking’ that riddle its entire category from their authentic young POV today.