Orion & Beyond
Meta Connect: The story after the stage
Overview
Meta Connect 2024 marked the company’s biggest innovation drop of the year — but translating new products and prototypes into everyday relevance required more than a keynote. We developed a multi-phase social strategy that launched alongside the event and extended the momentum for weeks after. Our work spanned Meta’s Orion AR Glasses, Meta AI, Meta Quest, and Ray-Ban Meta — crafting content that turned tech updates into cultural conversation.
My Role
Strategy & Program Manager
Developed program strategy and supported execution across launch and sustain phases — from insights and comms planning to content approvals and team alignment across workstreams.
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The Opportunity
Meta's Connect event needed to translate complex product announcements—spanning Meta AI, Meta Quest 3, Ray-Ban Meta, and Orion AI/AR glasses—into engaging narratives that would resonate beyond its core developer audience. Marking 10 years of Reality Labs innovation, the team had to transform technical milestones into momentum stories, explaining not just what was announced but what it meant for users. This required crafting platform-specific content with tailored tone, format, and timing across an eight-week rollout, unified under a single mission to maintain interest from wearables to AI tools.
How It Came to Life
We transformed Connect from a single moment into sustained engagement through a three-phase approach: Tease, Launch, and Sustain. Pre-event countdowns and real-time Threads coverage built anticipation, while an ICYMI sizzle reel highlighted the top five reveals post-event. The Sustain phase showcased practical applications across product lines—from Meta AI's Imagine feature to Ray-Ban Meta's Autocapture and Quest's 2D screen upgrades. Content spanned carousels, Reels, Threads, and platform-native storytelling, maintaining momentum well beyond the keynote by emphasizing human impact rather than technical specifications.Retry
The Outcome
We turned a two-day event into a two-month long conversation — bringing Meta’s most technical updates into cultural relevance across platforms.
During the two months, the strategy and content reached 12.52M+ users across Instagram and Facebook, alongside 229.1K+ engagements. It also fueled significant follower growth: Instagram gained 147K+ new followers and Facebook added 79K+ — some of the highest two-month gains for @Meta channels in 2024.
