To promote all of the amazing things you can find on Facebook we created an ongoing ‘trending on Facebook’ work-stream to celebrate all of the amazing groups (and people) you can find on the platform. The goal was to make it clear that Facebook is a place to find community, entertainment and culture.

Our goal was to represent the feeling of what it’s like to be in the groups, so we only used UGC sourced from within the groups. This makes the work as authentic, lo-fi, & internety as possible.

As the sole producer on this, I helped to lay the foundation for what turned out to be one of the most successful work-streams within our organization, it was so loved that we were asked to duplicate it for Meta Brand work.

Before I joined the team there was no process for this type of fast turnaround work at Meta. I built and simplified the process for the work stream and figured out multiple ways of working that contributed to overall team effectiveness and allowed the Creative X team and cross functional partners to maximize efficiency. With our well-oiled machine, the team was able to be briefed, concept, and create high-performing content in less than 2.5 weeks.

Together, as a team, we also created a trending-specific design system that increased brand linkage, communicated that trending topics and cool communities are indeed on Facebook, and helped FB have a best-in-class social presence.

Creative Team: Ryan Wesley Peterson, Andrea Mileskiewicz, Chanler Bledsoe, Victoria Deldin, David Adams