Opportunity

Recognizing the potential of this innovation, Meta made PTP open-source, providing the means for anyone to utilize it. We were tasked to craft a compelling campaign targeted at the engineering community to drive traffic to the Github page and inspire widespread adoption of this revolutionary technology.

Concept

This announcement presented a unique opportunity to showcase the talent and expertise of the engineers at Meta and position them as industry leaders, making the company an attractive destination for potential hires.

From a design perspective, we saw an opportunity to elevate the Meta brand by visually representing PTP as the most advanced technology of the decade, while still maintaining a humanistic approach.

Solution

We set out to create a comprehensive understanding of PTP by crafting two blog posts, one providing a high-level overview and the other delving deeper into the technical aspects. For the high-level post, we produced a four-minute animated video highlighting PTP and introducing the engineers behind it. We then selected the most visually impactful elements to use as hero animated gifs on the blogs, and also created shorter versions for social media. These efforts helped drive traffic to the Github page, giving more people access to PTP.

Results

Our campaign was launched across Meta's owned blogs and social media channels, as well as through paid ads. It generated hundreds of thousands of views and high engagement. And the most exciting part is that PTP is well on its way to becoming the go-to protocol for keeping time across server networks worldwide.