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Facebook didn’t just want to fill seats in their Engineer for the Week program—they wanted the right people in those seats. Black, Hispanic, first-gen college students and educators. Real representation from communities that usually get left out of the STEM convo. This wasn’t a checkbox—it was about changing the face of the future.
We built a campaign that actually spoke to people—in their language, with their tone, and on their platforms. Everything was culturally relevant and emotionally real. Then we dialed in our targeting so we weren’t just reaching people—we were reaching the right people. This is how you earn attention in 2025: through empathy, not algorithms.
Reached the exact communities Facebook was after. Proved once again: when you lead with real connection, you win every time.
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