Facebook publishes first major brand campaign under General Manager Antonio Lucio

Facebook launches its first major brand campaign under the leadership of its new marketing director to make Facebook groups talk.

The campaign, dubbed "More Together", will first be launched in the US with TV spots and digital advertising outside of Facebook, out-of-home marketing partnerships and media. It puts the spotlight on people who gather on Facebook groups to share their experiences and interests, whether it's about tacos or sci-fi. The campaign will continue throughout the year focusing on connections made through other Facebook products. The company would not say how much it spends for the campaign.

Last year, Facebook hired Lucio at HP, giving him the task of rehabilitating the company's reputation after a year of negative reports, particularly on the use of Facebook to spread misinformation and influence the elections.

Facebook's new campaign avoids these problems and zeros in groups. This theme was also at the center of the company's F8 conference this week, where Facebook has announced a new version of its app that will put more emphasis on groups and the community than on previous designs. Facebook CEO Mark Zuckerberg said the company would take steps to ensure that it does not recommend users to join groups created for the purpose of spreading misinformation.

The creative work of the campaign was done by Wieden + Kennedy, Facebook's in-house creative team, Creative X, and Freuds Communications.