The Meta Movement
Team project to create a campaign for Meta Quests rebrand from Oculus. We determined a campaign message, created tactics, organized a budget, and presented a pitch.
Brief
We were given a budget of $50 million dollars to create a campaign that would last for 6 months from September 2022- February 2023. Meta’s main objectives were to Increase brand awareness and recognition, and drive purchases in the US market.
Our team created target solutions to benefit our target market. Those include:
Finding Your Community: It can be difficult to find people who share your hobbies, passions and interests in the real world. We will prove Meta Quest 2 has a community for everyone.
Escape From Reality: Our target market lives busy, stressful, demanding days. We will show how Meta Quest 2 can be a temporary distraction from reality.
A Message That Motivates: To capture the attention of our audience, we have crafted an action-oriented message consistent with Meta Quest’s brand that will be promoted through relevant platforms throughout the campaign.
Research
The beginning stages of the process were researching the brand and their previous marketing techniques to ensure we created an effective campaign. Our research included: brand history, market insights, competitors, and determining a target and secondary market.
Building The Campaign
#JoinTheMetaMovement. Our action-oriented slogan will embody the mission of our campaign, and will effectively communicate to our target that Meta Quest 2 VR headsets take users beyond the constraints of reality. With limitless opportunities and hundreds of virtual universes to explore, Meta Quest 2 is the go-to community space for everyone.
Once we discovered our main message we worked on creating tactics and using our budget to effectively reach our audience. We came up with tactics for digital, out of home, collaborations, broadcast ads, and events. Our campaign will garner a projected 2 billion impressions and over 7 million conversions.
Perfecting The Pitch
After completing our campaign, the next step was to create and record a pitch presentation. Our group utilized our research to create a powerpoint that showed off all our research and content creation. We used Final Cut Pro to record voiceovers and add transitions to make the pitch more dynamic. You can view this pitch below!
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