Goals and objectives
Everybody knows Facebook and Instagam… but with this campaign, Meta wanted to change the perception of Metas platforms from being a nice-to-have-partner in the marketing-toolbox to being a strategic and decisive need-to-have-help in growing a brand and business today and in the future.
Meta also wanted to get a clear message across to the target audience of c-level decision makers; The discipline of marketing is in a disruptive stage. This means that the biggest marketing budgets and channels does not necessarily translate into success. And if you, as a marketeer, do not have these insights, you'd very soon find yourself trailing after your competitors.
In short: The main objective was to state a sense of urgency of the new challenges and inspire the listeners to new ways of thinking digital marketing.