Prior to the creation of this product and campaign, Facebook’s “in-app products” - things like Events, Groups, and Photos - lived in completely distinct silos from each other. This meant users could only utilize them based on individual queries specific to a person, place, or timeframe - there wasn’t a way to have the data-sets overlap or interact.

Realizing human behavior is more naturally inclined towards what is interesting, we created a brand new product focused on a user’s interests. Taking the best of Facebook’s existing in-app products and discarding the rest, we designed a streamlined product experience that allows people to search for whatever subject matter they’re into, and provides them with Events, Groups, Stickers, Profile Overlays, Photos, Videos, and Live Streams pertinent to that search.

To promote the new product, we then created an integrated campaign that deconstructed the visual elements of the interface, and used them to show that no matter what you care about, you can get more of it on Facebook.