Meta has been laser-focused on its artificial intelligence (AI) tools lately. Now, it wants to remind people of Facebook’s original purpose: facilitating human connection.
The social platform has launched its first major brand campaign in four years, “A Little Connection Goes a Long Way,” developed by Droga5.
The debut film, “Home for the Holidays,” tells the story of a group of friends who reunite on Thanksgiving Eve, thanks to a Facebook message.
The emotional spot was directed by Smuggler’s Miles Jay and is set to a duet version of “Girl from the North Country,” by Bob Dylan, featuring Johnny Cash.
The 60-second ad will air on live TV during college football and NBC’s Wicked special, as well as on streaming services including Peacock, Disney+, Netflix, and Prime. The campaign will also run across TikTok, Snapchat, Pinterest, Reddit, and on podcasts.
It’s just the first in a series of films and parnterships designed to help Facebook reignite its spark with millennial and Gen Z audiences, who are drifting to sister platform Instagram and rival TikTok.
Only 32% of U.S. teens use Facebook today, down from 71% in 2014, per a 2024 Pew Research study.
Facebook has recently made product improvements to lure young adults back to the platform, including updates to Facebook Groups and Marketplace. According to Morning Consult data, the latter is Facebook’s jewel in the crown for this demographic, with 23% of 18- to 34-year-old users saying they browse Marketplace at least once a day.
Meta’s revives its human side
Meta is the latest tech giant to lean into emotional storytelling in the midst of an AI uprising. In recent weeks, ChatGPT and Anthropic have swapped product demos for cinematic ads.
Droga5’s latest work marks a return to Facebook showcasing its more human side and echoes the sentiment of its early ads. When the social network hit the 1 billion user milestone in 2012, it celebrated with “The Things That Connect Us,” a heartwarming campaign from Wieden+Kennedy and Babel director Alejandro Iñárrit.
Launching its new campaign around Thanksgiving will help the social network secure coverage and visibility during a crowded holiday ad season, when usage of its platform spikes.
