The Perfect Gift
The gift that makes space for what you love
Overview
To position Meta Quest 3 as the go-to holiday gift, we created a social campaign called The Perfect Gift that mixed owned storytelling for Meta Quest channels as well as creator content — turning seasonal moments into playful, personal invitations to explore mixed reality. The result: a gift story that felt both highly relatable and entirely unique.
My Role
Strategy & Program Director
Owned overall strategy and program execution — from insights to approvals — while leading cross-team alignment, comms, and content delivery across every phase.
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The Opportunity
Meta Quest 3 launched just ahead of the 2023 holiday season — but its giftable potential wasn’t yet top of mind. We needed to drive both awareness and intent during one of the most competitive times of the year, turning a new tech product into the perfect present across a wide range of audiences.
How It Came to Life
The holidays aren’t about one-size-fits-all gifts — they’re about giving people more room to do what they love. We positioned Meta Quest 3 not just as a headset, but as headspace: the perfect gift to inspire curiosity, movement, creativity, and joy. We launched a seasonal social strategy rooted in the idea of mixed reality as the most personal gift you could give — or get. Concepts like Mega Mixed Reality, Epic Self-Gifting, and Holiday Jumpscare paired product features with specific personalities, subcultures, and creator POVs. The campaign ran across Instagram, TikTok, Facebook, and more, timed to hit key retail windows like Black Friday, the last-minute rush, and post-holiday “me time.” Each piece of content was grounded in real-life use cases — designed to spark the thought: Wait, you can do that in Quest?
The Outcome
As a seasonal content partner, we supported Meta Quest’s holiday push with a campaign that contributed to platform growth. The broader work helped Meta Quest surpass 314K new followers and generate over 1.25M impressions in under eight months — momentum that validated a more personal, subculture-driven approach to social.
