Facebook: Beyond the Screen

  • Steven Farah

At TCO London I was the executive producer on ‘Beyond the Screen’ Facebook’s first ever cinema feature film. A film that was shown on cinema screens across the UK and garnered over 80 pieces of quality coverage and was viewed over 750,000 times through editorial channels.

— THE CHALLENGE —


During a time when the role of social media is being questioned, Facebook wanted to offer a counter-narrative to tell stories of groups that use their platform to overcome adversity and achieve social change in the real world.

We needed to reach and engage a primarily millennial audience and present a positive perspective on the platform, while also creating a platform that would enable Facebook to gain a positive hearing from the media and stakeholders for the good that it delivers.

— SOLUTION —


We produced ‘Beyond the Screen’ Facebook’s first ever cinema feature film. A film that was shown on cinema screens across the UK and garnered over 80 pieces of quality coverage and was viewed over 750,000 times through editorial channels.

By using our editorial network we were able to identify six credible and newsworthy grassroots communities, led by young people, who are using Facebook to effect positive change. We then worked with six young British film makers to create a series of original documentaries.

— AT A GLANCE —


  • Facebook’s first feature film
  • TCO's premium aesthetic and editorial approach applied across six documentaries, made by young British film makers
  • Screenings to tens of thousands across 18 cinemas nationwide to coincide with the London Film Festival.
  • 750k organic views from 80 mainstream media platforms including the Guardian, Metro, TimeOut and across brands social channels
  • London re-carpet Premier and live Q&A at Everyman’s ‘Screen on the Green’ hosted by Edith Bowman - for our VIPs (the groups), media and influencers, internal stakeholders, policy makers and even MPs.
  • Shortlisted for Best Documentary at the Brand Film Festival 2019
  • 10M people watched one of three 90 second cinema adverts.
  • Campaign reached over 65% of our target audience over 5.2 times during the campaign period – substantially higher than the industry benchmarks. Combined with paid media that increased to over 83%.
  • Over 88% of those who saw the films we created said they improved their perceptions of Facebook as a platform. 66% found the stories we told “inspiring” and said they would consider seeking out Facebook groups of their own the in future.

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    Facebook

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    TCOLondon

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