Facebook global marketing boss: Look back campaign ‘nearly broke the internet’

Facebook’s global marketing boss has given an insight into the success of its recent 10 year look back campaign describing it as the “best piece of marketing we’ve ever done”, and signalled that the social platform would soon move to introduce autoplay on video into the Australian market.

Speaking to Mumbrella after an event hosted by the Australian Association of National Advertisers (AANA), Carolyn Everson Facebook’s vice-president of global marketing said the global campaign which celebrated the first decade of Facebook by invitin users to make a create a “movie” of their time on the site had driven record traffic.

“Facebook 10 year look back campaign is the best piece of marketing we’ve ever done because it was in service of the people who use Facebook and reminded them of why they use Facebook,” Everson told Mumbrella. “It nearly broke the internet,” she quipped.

Everson’s remarks came at the end of an address on the future of Facebook in which the marketing supremo told some of Australia’s largest marketers how the company’s future will  be built on autoplay videos and multiple apps.“Autovideo play is much anticipated,” said Everson. “We will first launch it (in Australia) for consumers because our belief is that it has to delight. If you are using Facebook then you have to get there and say wow this is an amazing experience.”