Task: Get college students interested in Facebook

We leaned into March Madness and tapped Duke superstars Cameron and Cayden Boozer for a series of online activations and social first spots.

To start off, we coordinated a Facebook group takeover with the brothers. We had them join, interact with group members and give away coveted items inside the group and on Facebook Marketplace.

Then we shot a few social first spots with the brothers. We learned how they use Facebook, what motivates them, and where it all intersects.