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Alex Schultz talks about Meta Ray-Ban Glasses and its 'big breakthrough' with the SuperBowl
Business Insider
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3 days ago
Alex Schultz, Meta, CMO
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Tech
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00:00
It's not really that typical for us to be doing Super Bowl ads, and so we had to
00:06
actually convince the leadership that it was worth spending the money in a period
00:10
when we're just coming off the back of like massive efficiencies in the
00:13
business. But we were able to convince them, we got it to happen.
00:21
I mean I think that the big breakthrough that we had in the last 12 months
00:24
weirdly was the forcing function of Super Bowl. The Super Bowl ad was great
00:29
and doing a Super Bowl ad was great, but the forcing function of driving towards
00:32
the Super Bowl to really increase awareness of the Ray-Ban meta glasses was
00:37
huge for us to do the best work we possibly could, and that moment worked
00:41
incredibly well. We created content that could be used in the Super Bowl but could
00:46
also be cut into video shorts, could be used on billboards, could be a static
00:50
social media post, and using the iconic celebrities actually helped a ton to get
00:55
people to focus on them and be aware of our glasses. I promise I'm not shilling my
01:00
book, but the boldest professional risk that I've taken this year is to choose to
01:06
write a book, which is called Click Here and coming out in October. And what I
01:12
learned from it was actually people were really excited. I was worried that it was
01:17
going to look like self-promotion internally in a way that would not be
01:21
supported by the company, but people have seen the vision of us saying, hey, we want
01:26
you to do more online marketing, we want you to do it better, and we want to give
01:29
you an asset that you can share with your colleagues who aren't necessarily
01:33
marketers to understand how to do this well and understand why you're doing what
01:37
you're doing. And that has really resonated internally as well as externally,
01:41
and I'm feeling super hopeful. So one year ago here at Cannes we won a Grand Prix,
01:46
actually, for our video about the Afghan women's football team soccer using WhatsApp
01:53
to communicate secretly so they could get out of Afghanistan. That was something
01:57
that forced me to rethink things that a documentary film could go viral, could
02:02
drive results. And so we went bigger this year and we did something called The
02:07
Seat, which is about Kimi Antonelli getting the most sought-after seat in
02:11
Formula One, the Mercedes seat left by Lewis Hamilton. All the communication for
02:16
that was done over WhatsApp, WhatsApp video, WhatsApp chat. It needed to be
02:19
secret. It was totally aligned with our brand and we were able to work with our
02:23
partners at Mercedes to create a documentary that made top 10 movies on
02:27
Netflix in many countries and really spoke to our WhatsApp brand tremendously well.
02:33
And that really forced me, the Afghan women's team, forced me to rethink it and the
02:39
seat took that to the next level.
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