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    We the Culture: Empowering Black Creators

    Content Strategy & CreationInfluencer PartnershipAnalytics & ValuationTalent ConsultingPR & CommunicationsSocial Impact

    The Ask

    Create a more holistic strategy that results in positive sentiment, increased program advocacy, and community participation

    The Execution

    Based on our cultural insights, understanding of the creator audience and their needs, and drawing from Meta’s learnings from WTC Year 1, we developed a fresh creative wrapper called “We Effect” for the year’s ambassador campaign, reimagined the program’s onboarding experience and materials, and we drove the social strategy for We The Culture’s own profile and communications. We created a social toolkit that provided creators with a flexible framework of assets, such that they can express program participation while also creating content that is true to their individual style and talent. We curated and delivered equipment gifts to creators that helped to advance their creativity and maximize functionality of Meta’s products and features. For ongoing education and enrichment, we hosted a series of virtual Masterclasses for WTC creators. We also created and produced a video series of Creator Success Stories that amplified our creators and shared their positive experience with We The Culture.

    The Impact

    Participation from 100+ Black creators

    Increase in positive sentiment of creators in Year 2

    Success has led to extension for Year 3 and the launch of Meta’s new Latinx creator program