Facebook Campus 



Product Launch  
   

 

College students today are using Facebook less frequently because it wasn’t offering any useful or engaging experiences for them. Facebook Campus became an important initiative to better serve college students with a space they could each call their own.

In partnership with cross-functional (XFN) teams—all working 100% remotely—we shaped a cohesive creative vision that directly guided the product experience, integrated campaign, and brand for Facebook Campus.




THE PRODUCT
We designed Facebook Campus as a separate space on Facebook for college students to connect with each other, find what they have in common, network, and navigate college life together. It features a student directory, school-exclusive Groups and Events, and a college-only newsfeed. Each school has their own Campus “instance,” so no two Campus communities will be alike.


CAMPAIGN
“Your Campus, Anywhere” tells the story of bringing the college life experience and feeling of the campus quad directly to students. College can be anywhere students are. COVID-19 meant many students would likely be at home. We leveraged 300+ student ambassadors, student leaders, brand partnerships, and relevant influencers to organically spread awareness and drive virality to reach student networks with shareable content.




















BRAND
We penned an internal brand manifesto to ground the efforts of Creative X, Creative Systems, Visual Systems, Business Affairs, Product Marketing, Content Strategy, Product Management, Data Science, and Engineering. 

And in close collaboration with Buck Design, we established a visual language for the Facebook Campus brand.














Credits

Sr. Copywriter - Euzcil Castaneto
Role - Sr. Art Director


Mark