STRATEGY. CREATIVE.
Marketplace
The 2016 launch of the Marketplace tab was Facebook’s move to unlock its share of the $300 billion second hand market, by providing a dedicated C2C platform for its vast social neighborhood to buy and sell. Our task was primarily a positioning shift - to communicate that the app you use to connect and share is also a place for commerce.
We began by cross-referencing our own field research (first person interviews at boot sales, pawn shops, thrift stores etc) with C2C marketing data supplied by Facebook.
FIELD RESEARCH INTERVIEWS
“I use e-Bay to buy a lot of second hand stuff. Reputation is important and I always read the reviews. If the positive feedback is less than 90 I don’t trust it."
> Facebook Marketplace is where a few good words from a friend can really help you out.
“My roommate is leaving for college and selling her furniture on a Facebook Group. It's like Craigslist, except without the threat of having a weirdo come to your house."
> Facebook Marketplace is where real people make sure members are there for the right reasons.
“With Wallapop and Letgo, only about 25% of the people follow through and show up. Most of it is scams or lowball offers that waste your time."
> Facebook Marketplace is a space where respect and responsibility are also currencies that count.
KEY MARKETPLACE BEHAVIORS
We then married our consolidated insights with the buying and selling flows of the app, ensuring our strategic thinking was built around these key behaviors.
With a strategic framework in place, we developed an overarching creative concept universal enough to canvas dozens of different categories, yet still personal enough to fit with an app built for human connection. What we arrived at spoke to people’s needs, wants, like and loves in language over a billion people can relate to.
Say hello to what you want, and goodbye to what you don't.
STATIC AD FORMATS
CLIENT
Facebook
AGENCY
Chapter SF
DATE
2017
ROLE
Creative Director
Other Projects
© Nick Marzano