Together does what alone can’t. By shifting the strategic focus of the app towards community-building, we successfully repositioned Facebook Groups as a hub where individuals with common interests, experiences, and needs can come together to find support. Through a carefully crafted campaign, we leveraged the tagline “MoreTogether” and enlisted real group members to showcase the authenticity and inclusivity of these communities. Our on-platform ads proved to be highly effective, as we saw a significant spike in group memberships in a matter of days, indicating that more people were discovering and joining their tribes.
