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Among Generation Z users, Meta, the parent corporation of Facebook and Instagram, is experiencing a serious problem with its reputation(Francis & Hoefel, 2018) Growing mistrust and disengagement have resulted from worries about data privacy, moral behavior, algorithm transparency, and the effect of its platforms on mental health. Although Meta has introduced methods to tackle some of these problems, it has not been able to effectively demonstrate these initiatives or restore public confidence. Repositioning Meta as an open, accountable, and user-focused brand that can win back the trust of its most doubtful audience is the tedious part.

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Two strategy models were looked at in order to investigate how Meta could restore trust:

The Situational Crisis Communication Theory (SCCT) (Coombs, 2007). is a framework for understanding the harm to one's reputation and suggests suitable communication tactics for restoration, including accountability, openness, and remedial action.

To create a comprehensive advertising solution, SOSTAC® was chosen as the main planning tool. (chaffey, smith 2013). six phases—Situation, Objectives, Strategy, Tactics, Action, and Control—provided a useful road map for creating and carrying out a campaign that reflected the ideals of Generation Z.

These models aided in concluding that the key to resolving the issue was humanising the brand, streamlining intricate tools, and increasing transparency through content-led storytelling.

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In order to restore confidence and re-engage Gen Z users, the ultimate answer was a smart digital campaign called "Meta Made Clear," which employed the SOSTAC concept. The campaign's main objectives were to inform users, encourage openness, and draw attention to Meta's initiatives to give users more control over their privacy and well-being. SCCT provided guidance for the strategy, which made sure that Meta's communications addressed its prior errors while unambiguously expressing its dedication to moral transformation. With the help of artefacts created to convey important ideas in reliable formats, the campaign was launched on Instagram.

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In a straightforward, swipeable manner, this Instagram carousel post simplifies complex privacy problems. It showcases how consumers may modify their feed and control their info with simple graphics, clear text, and a bold visual style. With a compelling call to action urging customers to learn more about Meta's privacy features, each presentation is instructive and comprehensive.

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In this series of short videos, which is shown in a storyboard, Meta staff members use a friendly, approachable tone to describe platform features like content moderation and algorithm controls. Demystifying the platform's operation and showcasing that actual people are making efforts to enhance the user experience are the objectives. In order to meet Gen Z's demands for relatability and transparency, the Reels are made to feel authentic and educational.

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This digital-first poster design acts as the campaign's visual focal point. It has a straightforward headline, simple branding, and an obvious call to action. The poster, which may be used on digital screens, in Meta platforms, or in classrooms, reaffirms Meta's commitment to transparency, simplicity, and clarity.

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SOSTAC was used to construct the marketing solution because it provides both creative flexibility and strategic structure, making it ideal for tackling complicated issues like transparency and trust. By giving guidance on how Meta should communicate during a reputational crisis, SCCT gave the messaging more depth. Each artefact was selected because it communicates directly to Gen Z consumers in the modes that they use most frequently: clear, concise visuals, swipeable education, and short-form video. When taken as a whole, these objects serve to humanize the brand, make platform functions more comprehensive , and illustrate Meta's ethical transformation in a way that is both credible and user-focused.

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Francis, T., & Hoefel, F. (2018, November 12). “True Gen”: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

‌ Chaffey, D., & Smith, P. (2013). Emarketing Excellence. In Routledge eBooks. Informa. https://doi.org/10.4324/9780203082812

Coombs, W. T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review, 10(3), 163–176. https://doi.org/10.1057/palgrave.crr.1550049