Meta targets small business via new campaign from Now We Collide

Meta (formerly Facebook Inc) has launched a new campaign targeting small business owners in Australia with Now We Collide. This is Meta’s first dedicated small business campaign in Australia since its re-brand in November.

The campaign ‘Good Ideas Deserve To Be Found’ features the stories of four Australian businesses including Singing Magpie (from South Australia), BoardSox (Victoria), D-Still Drinkware (Queensland) and Survival Emergency Solutions (NSW).

Each story shows how the businesses found a way to pivot throughout COVID-related challenges, whether it was using Facebook or Instagram to start a new business, run personalised ads to find new customers or listening to customers to refine an offering.

Meta’s Dynamic Markets Report results were used to guide the direction of the campaign. The report found that 82% of Australian SMBs used Meta’s apps (Facebook and Instagram) to start their own business, while 64% said that Meta’s apps were important to adapt to the changing business environment during the pandemic. One of the most key tools was the use of personalised ads which 71% of SMB’s reported were important for the success of their business.

Alisha Elliott, head of policy programs, Meta ANZ said: “Small businesses across Australia are focussed on building sustainable and adaptable business models. This campaign highlights the value of Meta’s tools and in particular, personalised advertising, to enable small businesses to participate in the digital economy with precision, impact and ensure their marketing investments are effective. Now We Collide are a trusted and valued partner, who provided the creative and production expertise to bring this campaign to life in a unique and meaningful way.”

The campaign will feature across digital, print and out-of-home channels utilising a range of video and still assets.


Client: Meta

Head of Policy Programs ANZ – Alisha Elliott

Project Manager – Montana Cooper

SMB Marketing Manager – Meg Montgomery

Creative: Now We Collide

Executive Producer – Keir Maher

Chief Creative Officer – Ryan Bodger

Creative Director – Kurt Toohey

Producer – Amanda Cooton

Art Director – Kate O’Donnell

Copywriter – John Kerswell / Lyndon Christie

Director of Photography – Patrick Harris

Media: Dentsu X

Senior Media Director – Sonam Singh

Associate Media Director – Jose Pantangco

Media Executive – May Ng

Media Merkle

Account Director – Michelle Reed

Account Executive – Henry Jackson


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