The power of intimate conversations
According to Mark Zuckerberg, private messaging and small groups are by far the fastest-growing areas of online communication, with many people preferring the intimacy of private communication. By setting up a closed group for this specific campaign, we not only played into this shift, but we also made sure LolaLiza was able to claim an actually meaningful role in the topic of female empowerment.
This private set-up wasn’t just about telling the brand story; it was creating a meaningful community and establishing a real connection with the audience. Or, in the words of Facebook’s Strategy Lead Tatiana Peck: “Community can be an incredible creative spark that exponentially changes the way a brand lives in people's hearts and minds.”
In terms of results, the Facebook group was an immediate success, with over 1.000 people joining the group, even though media budget was limited. Each day, women from Belgium, but also from France and the Netherlands, joined and shared their pictures and stories. With over 3.000 conversations and interactions, we made sure the voice and story of every woman was heard.