#LoveLocal
Facebook MENA
TBWA\RAAD Dubai
Overview
Facebook has launched #LoveLocal, an initiative to support local small and medium businesses (SMBs) in the Middle East and North Africa (MENA) region, which have been among the hardest hit during the COVID-19 pandemic. The campaign aims to amplify the voice of local SMBs, shed light on their stories and challenges to help generate consumer demand for them across the region.
Leveraging the insight that “small businesses are not just businesses; they are people,” the campaign has tapped into the nostalgia and emotion associated with traditional neighbourhood shops, clearly portrayed across all of the campaign’s touchpoints, including the brand identity. The main film depicts eight unique stories filmed across Egypt, Jordan and Lebanon, featuring a real and diverse cast of small business owners in local shops, who share their daily experiences and personal anecdotes. A wealth of content pieces and executions have been developed for the campaign, including videos, IG stories, interviews with small business owners and a content creators’ activation idea.
