Messaging tools on Meta products like Facebook, Instagram and Messenger, are more familiar as an organic messaging tool to broad audience. We saw an opportunity to those businesses who do not know how to effectively manage their messages and reach more customers. By encouraging specific behaviors and actions, we have an opportunity to educate and enable small businesses to drive value from messaging tools and inspire to run “click to message” ads in the future.
The existing campaign had a lot of opportunities for betterment. It glazed over information regarding the messaging tool, lacking subsequent value props that help our advertisers leverage our messaging tools to their most benefits. Most importantly, the visuals were outdated and lacked enough visual language to make the contents digestible.
At the time of creative development, Meta Platforms have been going through a major company overhaul as the company rebranded themselves from Facebook Company to Meta Platforms. Due to its fluidity of changes in each brand, I had a limited but yet still flexible brand visual identity to leverage for all of visual language.
Messenger grounds itself as the facilitator of fluid, spontaneous moments between you and your friends, bringing you closer than ever before. In order to establish the voice, I focused on on its fluidity in design with motion with expressive emotion portrayed through photography.
With all the visual components, we modernized the page with new creative and created an easier journey to navigate the page. Businesses are now equipped with supportive contents that they can action on to feel empowered in using our messaging product to engage with customers more.
Motion was the most challenging execution because there was no set guidance from the brand perspective. However, I saw it as an opportunity to take liberty in the narrative and style approach and make the ad the most exciting moment.
Leveraging the brand statement, “Forever Fluid,” I focused on highlighting the flexibility the brand carries in its core value and connecting people with the product. I played with type and elastic movement to bring the fluid elements forward.