client Facebook
agency Internal Meta GBM

Gobal Campaign

I conceived the name SheMeansBusiness, cleverly integrating SMB (Small and Medium Businesses) into the branding. Beyond naming, I led the development of the campaign concept, overseeing everything from copyrighting to shaping the narrative for each video. My contributions also extended to influencing the global program structure.

When women do better, economies do better.

That belief drove Facebook’s initiative to celebrate women who have built and run businesses while providing resources for those aspiring to do the same. Because the next successful entrepreneur could be anyone.

The brief was clear: Facebook wanted to launch a series of workshops and training sessions to support women-led businesses, primarily small businesses, by offering inspiration and practical tools.

My role was to craft the overarching campaign—#SheMeansBusiness—while our team, The Guild, executed it on multiple fronts. This included setting a best-in-class example of our ad products, developing a microsite, creating a social campaign, producing video content, designing event swag, and executing the events themselves.

What started as a humble APAC initiative has since expanded into a global movement, now embraced by NA, EMEA, and LATAM.

Visit SheMeansBusiness.fb.com to learn more.

I also spearheaded the creation of an interactive form that lived directly on Facebook’s News Feed, allowing users to introduce and celebrate women business owners in their lives. This feature not only highlighted inspiring entrepreneurs but also fostered a community of support and recognition.

Amplification: Digital marketing campaigns on and off FB to build awareness, garner community support, and drive engagement. 

15s cuts of a quote from a featured featured story were run as ads on facebook and instagram, and still images as low badwidth option

Concept by  The Guild, Facebook APAC
Creative Director: Kristal Melson
Photographer:Alvelyn Alko, Kristal Melson
Copywriter: Kristal Melson, JJ Gray
Art Director: Kristal Melson, Eunice Ng
Producer: Melissa Wong, Justin Yeo
Developer: Bagus T Kuncoro, Justin Yeo
Digital: Yuta Kikuchi, Amit Kaushik

Atypical Films
Director: Desmond Tan,  Samantha Scott-Blackhall (KR)
Producer: Zhiyun Yee, Terri Goh
Director of Photography and all awesome: Lawrence Toh