Meta Never Lost

During the early days of COVID, as social media emerged as a vital lifeline for connection and support, I led a rapid-response initiative on Facebook’s Social Impact team to meet the urgent needs of our community. Recognizing that people were increasingly using social media to ask for help and offer assistance, I spearheaded the launch of Community Help in partnership with product—a platform designed to seamlessly connect individuals with nonprofits for mutual aid during the crisis. I swiftly assembled a cross-functional team spanning product, communications, brand marketing, creative, legal, policy, and partnerships, knowing that every moment counted as the pandemic situation evolved daily. By leveraging an existing brand campaign, I was able to integrate Community Help as the central call to action. I collaborated closely with the product team to optimize the platform for high-volume traffic, immersing myself in the intricacies of mobile site performance and redirect URLs. Within just 48 hours, we had developed a creative brief and were reviewing agency ideas, while daily leadership meetings ensured rapid, informed decision-making. Ultimately, we launched an integrated campaign—including the impactful TV spot “Never Lost”—just one week from the initial brief using found footage. The campaign reached over 15 million viewers through paid amplification, drove 650,000 people, nearly 25% of total visits, to Community Help, earned significant positive press, and most importantly helped people to find each other and feel more connected during an unprecedented time.