Playground

Facebook

creative and design direction, brand strategy

Playground is a library of imaginary brands used to experiment, prototype, and showcase our products across Meta's family of apps. These assets are used internally by multiple teams across Meta.

Saw the opportunity to build a company-wide tool and proactively took on the challenge. Partnered closely with XFN partners and Vertical Leads to build each brand’s business and creative strategy.

While building Markt (Playground’s eCommerce vertical brand) I had the opportunity to take on a live brief with Amazon to use my learnings and fundamentally shift dynamic product ads for one of the biggest advertisers in the world.

See below for some of my favorite Playground brands! And keep on scrolling down to see some of the places where Playground has shown up in the wild.

Creative and Design Direction: Marta Llop
Production Lead: LuarieAnn Barden

LaLueur

LaLueur is a masstige beauty and personal care brand focusing on crafting an inclusive range of skincare and makeup products for all skin and body types. LaLueur has a wide range of products covering the face, lips, cheeks, eyes, skin, and overall body care.

Modeled after brands such as L’Oréal, Neutrogena, Dove.

Vertical: CPG Beauty & Personal Care
Presence: Physical location, E-comm

Markt

Markt is a global online marketplace specializing in a range of online shopping and digital services designed for consumers. Markt connects sellers ranging from small businesses to household brands with people all over the world. Primarily operating as a website and mobile experience, Markt is also expanding its footprint to include physical locations.

While building Markt I had the opportunity to take on a live brief with Amazon to use my learnings from Markt and fundamentally shift dynamic product ads for one of the biggest advertisers in the world.

Making up more than 90% of Amazon's $500M, DPA has long been a 'throw away' placement for catalog product shots and star ratings. Although control creative beat test creative in R1 testing (by an extremely narrow margin – in one instance a $.01 CPC delta) this is viewed as a huge win given Amazon has conducted dozens of tests in the past without coming close to beating control.

Modeled after brands such as Amazon, Wish, Wayfair and Wal-Mart.com.

Vertical: E-commerce
Presence: Online and limited brick-and-mortar

Notablé

Notablé is a food brand focusing on a wide range of quality and healthy/sustainable products, from chocolate and confectionery to ready-made meals for the whole household to enjoy at home or on the go. Shop at your favorite local supermarket or online retailer.

Modeled after brands such as Nestlé's chocolate and confectionery (e.g. KitKat), Mondelez's Cadbury, and Unilever's Knorr.

Vertical: CPG Food
Presence: Supermarkets, online grocery retailers