Meta revives Facebook's emotional edge to woo Gen Z back
Meta launches its first Facebook brand campaign in four years to reconnect with younger audiences
Meta has spent much of 2025 doubling down on AI tools, but now it’s returning to Facebook’s roots with something more emotional: human connection. The company just launched “A Little Connection Goes a Long Way,” its first major Facebook brand campaign in four years, created by Droga5.
The holiday-timed campaign is a strategic move to win back millennial and Gen Z users, who have steadily migrated to platforms like Instagram and TikTok. With usage among US teens dropping to just 32%—down from 71% in 2014—the campaign is a reminder of what Facebook originally promised: staying close with people who matter.
This article unpacks Meta’s creative pivot, why now, and what it means for marketers managing youth-facing campaigns or planning seasonal ad buys.
Short on time?
Here’s a table of contents for quick access:
- What’s behind Facebook’s first major brand ad in years
- Why Facebook is targeting Gen Z with emotional storytelling
- What marketers should know
Patrecia Meliana
What's behind Facebook's first major brand ad in years
The new campaign kicks off with a 60-second spot titled “Home for the Holidays.” Directed by Miles Jay (Smuggler), the film follows a group of friends reuniting on Thanksgiving Eve, sparked by a Facebook message. The soundtrack, a duet version of Bob Dylan’s “Girl from the North Country” featuring Johnny Cash, helps drive home the nostalgia.
This isn't just a single holiday ad. “A Little Connection Goes a Long Way” is the first in a planned series of films and partnerships aimed at reviving Facebook’s cultural relevance among young adults.
The campaign will run across both traditional and digital media, including:
- Live college football broadcasts and NBC’s Wicked holiday special
- Streaming platforms like Peacock, Disney+, Netflix, and Prime
- Social apps like TikTok, Snapchat, Pinterest, and Reddit
- Podcast placements
The multi-channel strategy suggests Meta is betting big on reintroducing Facebook to younger demographics in the spaces where they already spend time.
Why Facebook is targeting Gen Z with emotional storytelling
Meta’s timing here isn’t random. As AI dominates headlines, the company appears eager to remind people of Facebook’s more human side. It is a smart positioning play in a year where even ChatGPT and Anthropic are pushing cinematic ads instead of feature demos.
This kind of storytelling isn’t new for Facebook. In 2012, when the platform hit 1 billion users, it ran “The Things That Connect Us” with Wieden+Kennedy and director Alejandro Iñárrit. Droga5’s new campaign taps that same emotional well, but with updated stakes. Facebook is no longer the default platform for young users, and Meta knows it.
Per Pew’s 2024 research, Facebook’s teen usage has plummeted, even as its Marketplace and Group features remain sticky for some 18 to 34-year-olds. In fact, 23% of users in that demo say they browse Marketplace daily, according to Morning Consult. Meta’s challenge now is less about building tools and more about rebuilding emotional relevance.
By aligning this campaign with Thanksgiving, a high-traffic moment when nostalgia and digital engagement peak, Meta is maximizing visibility and sentiment.
What marketers should know
Here’s what this creative pivot signals for marketers managing seasonal campaigns or youth outreach:
1. Emotional storytelling is back in style
After years of product-led marketing, especially in AI, tech brands are rediscovering the power of emotional creative. For marketers, this means a return to campaigns that spark feelings, not just features. This shift could influence expectations across ad verticals, especially during holiday windows.
2. Facebook’s value is shifting toward community
While Gen Z may not be using Facebook daily to scroll feeds, the platform's features like Groups and Marketplace remain active hubs. Brands targeting niche communities or intent-driven shoppers should revisit these assets in 2026 planning.
3. Platform fatigue = opportunity for nostalgia
With audiences burned out on algorithmic engagement and doomscrolling, campaigns that focus on real connection or even pre-Instagram era digital memories could cut through. Facebook’s “a little connection” theme may offer a template for B2B and consumer campaigns alike.
