BRANDS | TECHNOLOGY
A SOCIAL-FIRST DIGITAL SERIES OF HUMAN INGENUITY
Small businesses are the heart of their communities—yet when the pandemic hit, many found themselves on the edge of survival. Defending Local is a ten-part digital series that tells the stories of small business owners who refused to give up. From family-run restaurants to independent retailers, these entrepreneurs pivoted, adapted, and found new ways to connect with their customers—often with the help of Facebook for Business. Through raw, first-person narratives, the series reveals how digital tools became lifelines during a time of change.
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Demonstrate Facebook's role in supporting small businesses during the COVID-19 crisis. The challenge was to move beyond abstract messaging and show, through real stories, how these businesses were using digital tools to stay afloat, adapt their operations, and keep their communities connected.
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Rather than telling people that Facebook supports small businesses, we let business owners tell their own stories. Defending Local is built around genuine, unscripted moments that showcase the power of connection in a time of uncertainty. The series features entrepreneurs who, despite the odds, found innovative ways to reach their customers—whether by introducing online storefronts or pivoting their services entirely. The goal wasn’t just to inspire; it was to show the practical ways Facebook for Business helps small businesses survive and grow.
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Defending Local resonated deeply with audiences, surpassing industry benchmarks across the board. The campaign outpaced its video completion and scroll depth goal by 173% within just one week. The stories didn’t just engage—they empowered, positioning Facebook not just as a platform, but as a partner for small businesses navigating a world in flux.
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Campaign Strategy | Creative Direction | Video Production | Talent Casting | Copywriting | Digital Marketing
