Facebook Returns to Its Roots, Reuniting Friends and Families This Holiday Season

​Meta has reintroduced Facebook to a new generation with a brand campaign to show and tell the stories of how, 'A Little Connection Goes A Long Way.' The campaign reminds people that what made Facebook magic in the first place, connecting with people, is still true today.

Heading into the holidays, a time when Facebook usage spikes including among young adults, the first ad by Droga 5 highlights people reconnecting as they return home for Thanksgiving weekend. Complementing the film will be custom ways - for example in Stories - that people can share they’re home for the holidays and connect with friends over this annual tradition.

This Facebook brand campaign, its first in four years, comes after years spent building for young adults and improving Facebook. Digital ads by Meta’s Creative X show examples of how connecting with people on Facebook Marketplace and Groups can lead to memorable moments in real life. What works best on Facebook (real people, connection), makes features like Marketplace and Groups valuable to young adults. In fact, 1 out of 4 Facebook Young Adult DAU in the US and CA uses Marketplace. And Groups is the largest, most active community platform that helps people effortlessly explore their interests with real people who are into the same things.

The campaign has launched with a push centred on the holiday moment known as ‘Thanksgiving Eve’, the biggest reconnection night of the year. The nostalgic film from Droga5 and directed by Smuggler’s Miles Jay captures the annual ritual of using Facebook to reunite with hometown friends before the big holiday–at the local pub, on the football field–allowing them to pick up where they left off and spark future possibilities. Set to a duet version of, 'Girl from North Country,' by Bob Dylan featuring Johnny Cash, the music itself is also the ultimate expression of connection.

The spot, titled 'Home for the Holidays,' will be running on linear TV during college football and the 'Wicked' special on NBC. It will also run on OTT on Peacock, Disney+, Netflix and Prime Video. Cinema ads will also run around 'Wicked: For Good,' with further pushes on social (TikTok, Snapchat, Pinterest, Reddit). On audio, the campaign will also feature custom host reads for podcasts to amplify the message.