Messenger: #ThatClose TikTok Challenge

There’s “close” and then there’s THAT CLOSE — the friends who always have your back, know the intricate details of all your crushes, and maybe even FaceTime you from the shower without a second thought. To solidify Messenger as a stand-alone brand within Meta (Facebook), we wanted to focus on the kind of close friendship that makes you feel like the realest version of yourself.

Looking to find Gen Z in the places they live online, we created the #ThatClose challenge to meme-ify the differences between “friends” and THAT CLOSE friends. As Saweetie and Doja rapped about their besties, we worked with some of the platform’s most popular creators to launch the challenge. Our branded challenge was a massive hit that resulted in over 12 Billion views across more than 2 million unique creator videos.

The project won Silver in the Shorty Awards

Client: Creative X, Meta - Messenger

Creative Director: Andy Hekimian

Art Director: Sharon Kaye

Producers: Agnieszka Palarz, Stephanie Samalis

Program Manager: Brittany Lewis

Influencer Agency: Whalar