Phase I

Role: Art Director / Motion Designer
Date: 2023

Introducing Meta Verified for businesses.
Establish your brand, get discovered and build more confidence with your customers when you sign up for our new subscription toolkit that includes a verified badge, access to account support, impersonation protection and features that help you stand out on Instagram and Facebook.
I’ve had a pleasure to work with multiple cross functional teams to announce one of most exciting initiative for advertisers to get verified.

Creative Direction

During the pilot phase, We launched a robust omni-channel campaign with coordinated messaging to educate eligible businesses and encourage them to sign up for Meta Verified. Main channels include QP, emails, AYMTs, Facebook ads, Meta Business Suite, Blog posts, Help Center articles and more and we conducted several experiments on those channels.

As a new product, MV needed an entirely original creative strategy. Working within a complex and sensitive set of considerations, we strategically developed a compelling and accurate creative approach. Beyond how it's presented on design, we spent a lot of time on how it's positioned narratively across multiple channels by soliciting feedback from real small businesses through the Marketing Insights team throughout the process.

I mainly focused on our business web page as our main marketing source to house vast product information and as a tool to lower the barrier businesses feel against our new approach in Meta Verified as a priced subscription model. Our biggest challenge was to sell our product worthy of its price so as our first step, we created a web page that showcased various benefits the product provides.

After numerous iterations of the creative, we’ve landed on a simple approach where we’re showcasing multiple examples of small businesses in the hero. With the dynamic composition, we’re carrying the excitement of the launch and making the content relatable to our audience. Our marketing strategy rests a lot on making the contents relevant to our small business audience, so the landing page heavily relies on the contents that explain the benefit of the badge subscription.

Launch

Meta Verified for businesses is currently being launched in segments across a number of countries and Mark Zuckerberg has announced the launch of the product at Meta’s Conversations Conference in Mumbai. We are expanding the campaign as we’re opening up to more countries and also as we expand to WhatsApp in the future.