Small Business
Success Stories
Overview
The small business group marketing team searched across the globe for a diverse range of small businesses to give them a platform for sharing their success and learnings with other SMBs.
Role
Austin traveled globally to São Paulo, London, New York, Philadelphia, San Diego, and Boston, capturing the stories of 12 small businesses.
Austin's team utilized customer success stories on the Instagram advertiser onboarding hub and multiple channels.
Meta
Championing for
Diversity & Inclusion.
Overview
Meta's SMB Marketing group identified an underrepresentation of diversity in their marketing materials across the board. Austin led the strategic planning to provide a more authentic inclusion in Meta's marketing materials.
Partnering with the Meta Advocacy team, Austin identified small business owners around the globe that better represented the broader range of diversity in SMB marketing at Meta.
Role
Austin led the marketing strategy, SMB Selection, Creative direction, and rollout plan for the marketing assets.
Added representation of the Differently-Abled, LGBTQA+, Seniors 55+, LatinX, and Black SMB communities
Captured 100+ new images
Created 300+ new B-roll footage clips
Inclusion in Meta Advertising
Previous representation metrics for Meta’s marketing materials.
70% of minority communities are more likely to purchase from a brand whose ads accurately reflect their ethnicity & orientation.
Authentic Representation
The work showcased small business owners who were part of the Differently-Abled, LGBTQA+, Seniors 55+, LatinX, and Black SMB communities.
Behind the Scenes
Creative Team:
Art Direction: Austin Roach
Marketer: Katie McDonagh
PM: Barbara Mullin, Alexa Siliverdis
Video Agency : BONE+GOLD