A tailor for your frumpy pants, an eco sponge to help you feel better about doing dishes, a sweets shop for your vegan cravings. These are among the small business discoveries celebrated in a vibrant, music video-style ad from Droga5 for Meta.
The ad is the latest from Meta’s “Good Ideas Deserve to Be Found” campaign and arrives as small businesses are getting back into action post-pandemic. It showcases how personalized ads on Meta’s platforms including Instagram and Facebook help people discover services, products and companies with solutions for their various wants and needs.
The ad was directed by Believe Media’s Floria Sigismondi (“The Runaways,” “Daredevil”), whose team constructed ambitious sets and juggled more than a hundred extras to create the film’s fantastical world. The vignettes within highlight real-world businesses such as eco-conscious home goods store Scoop Marketplace in Kirkland, WA, Brooklyn, NY nail salon and cafe Marché Rue Dix and Bettersweet Vegan Bakery in Miami, FL. It’s all set to an energetic track from Peaches, with lyrics that underscore the idea: “Boundless, endless, lit, infinite possibilities, I’m down. A world where personaized ads help good ideas get found.”
The ad is running on Meta platforms and on platforms such as Hulu, Peacock, Spotify, Pandora and YouTube.
“This new spot is one example of our ongoing commitment to helping more people and small businesses connect,” said Jasmine Summerset-Karcie, brand marketing director at Meta, in a statement. “It's magic when you discover a small business idea that perfectly fits your interests. It's also great for that small business."
A blog post from Meta noted how personalized ads have been a “lifeline” for small businesses during the coronavirus crisis. A Meta study from last May reported that 74% of small to medium-sized businesses who used personalized ads found that they were key to their success. The company’s 2022 Global State of Small Business Survey, however, found that as of January of this year, 20% of small businesses around the globe were still not operating.
“Personalized ads are an effective and privacy-safe tool for small businesses with small budgets to reach customers in their local communities and around the world,” added Rich Rao, VP small business group, Meta. “We’re going to continue to do all we can to help to invest in comprehensive products and solutions that give small businesses efficient and effective means to grow their business with Meta.”