facebook blueprint
WHAT WE DID
Meta’s Social Media Marketing Professional Certificate Program aims to help close the increasingly widening skills gap so that millions of job seekers from diverse backgrounds have access to more affordable, flexible, and job-specific training programs to prepare for the jobs of tomorrow. We partnered with Meta Blueprint to package and market their suite of career training offerings into an easy-to-follow journey to empower diverse job seekers.
Creative Concepting
Video & Photo Production
Social Media
Collateral
Web
CREATIVE CONCEPTING
With a target audience of career-starters and career-switchers, our work had to appeal to a wide range of people. Inspired by the attention-drawing camera movements and transitions from IG Reels, we created a video that would immediately draw the eye and inform, inspire, and enable job seekers. To further execute on the client’s brief, we also fused these community-driven trends with a high-value production to achieve a more sophisticated and premium feel. The visuals and copy extended from the hero video across to social and web to create a cohesive user journey to make the program more easily accessible.
PHOTO AND VIDEO PRODUCTION
Through eye-catching IG-Reel-style movements, upbeat music, and bright colors, we produced a variety of photo and video content fit to inspire job seekers. We ensured there was a balance of relatable and aspirational talent when we looked at casting. Since there is such limited time for character-building in ads, it was important that the set design instantly communicated these attributes and personalities. From a quirky earth-loving hipster, to a sporty, game-loving bachelor, to a wholesome, busy woman-on-the-go, we built characters and environments that elicited an “oooh that’s me!” response - hitting on something that’s real and true.
PAID ADS
The colorful aesthetic created a hopeful and empowering campaign. The individual assets, both photo and video, were edited and optimized for various paid ads and to evoke emotional connection.
COLLATERAL
For Meta’s sales collateral, the imagery continues to provide a positive and intriguing, eye-catching hook to match the incredible resources offered. Imagery is supported by engaging copy, driving to a clear call to action.
web
We created the landing page and corresponding banner images to each call back to the hero videos. This consistency across all platforms lends itself to a continued optimistic and inspiring user journey.
