Meta produces their first virtual, GLOBAL summit series

The Scope

Pitch-to-Active

Creative Strategy + Direction
Programming
Branding and Design Execution
Scripting

The Task

In 2020, the social media and networking powerhouse formerly known as Facebook—now Meta—was launching a new brand and needed to actively advance the diverse communities within the company in favor of accountability and evolution.

The Results

The creative strategy started with a winning response to a competitive RFP for an IRL event for DEI divisions Black@ and Latin@.

Given the COVID shutdown, ABCS successfully reimagined the strategy to develop the first-ever virtual global summit at Meta.

With more than 20,000 active participants worldwide, our first two summits would become a multi-year initiative that included summits for Sheryl Sandberg’s annual Women’s Leadership Day with Women@, Pride@, and API@.

*Case study upon request

Live broadcasts across 4 global regions

Each summit was programmed to “follow the sun”, with multiple ongoing live broadcasts across 4 global regions: NORAM, APAC, LATAM and EMEA.

With each event and forthcoming year, ABCS developed and designed the overarching branding and messaging that spoke to our global audiences' unique demographics, cultures, languages, and perspectives.

ABCS branded, scripted, and programmed the 4hr LIVE shows, complete with cultural entertainment and performances, wellness workshops, product integrations with Oculus and Instagram, and talks from A+talent such as Eva Chen, D-Nice, Spike Lee, Maluma, Yara Shahidi, Timbaland, Serena Williams, Gloria Estefan, Tabitha Brown and more.