2019 Marketing Budget

Raw text

Transcribed text as recorded, including headers and formatting fragments.

Case 4:22-md-03047-YGR Document 3028-35 Filed 05/08/26 Page 1 of 3 Exhibit 84 Case 4:22-md-03047-YGR Document 3028-35 Filed 05/08/26 Page 2 of 3 2019 MARKETING BUDGET October 18, 2018 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00141446 Case 4:22-md-03047-YGR Document 3028-35 Filed 05/08/26 Page 3 of 3 3 KEY OBJECTIVES TO SUPPORT INSTAGRAM'S MISSION Be teens' favorite place to share everyday moments and get closer to the people and things they love. Objective 1 Establish Instagram as the favorite place for teens to freely express themselves with friends IG Stories - Get teens to share more everyday moments (KPI: Stories producer PR) IG Direct - Get teens to message their friends more everyday (KPI: Direct Sender PR) Northstar: Strengthen IG's brand purpose with a focus on sharing, interests, and community while articulating what we stand for in the world (KPI: define northstar metric and lift) $127.3M Total ($89.8M Opex, $37.5M HA, +89% y/y) Objective 2 Position new bets for success (IGTV, Shopping, Direct app) IGTV - Get teens to view more content on IGTV (KPI: IGTV PR) Shopping - Get early work women to adopt shopping experience on IG and in the new standalone app (KPI: IG Shopping PR) Direct app - Get teens to adopt the new standalone app as the preferred way to message their friends everyday (KPI: Direct app PR) Objective 3 Reinforce that Instagram is the safest and kindest online platform Well-being - Get teens, parents, educators, and policy makers to believe Instagram is a safe and kind platform through well-being features and programs (KPI: stat sig lift in 2 sentiments - safe place to express myself and encourages a kind community) $83.0M (65% of total) $60M Opex; $23.0M НА HIGHLY CONFIDENTIAL (COMPETITOR) $29.3M (23% of total) $20.3M Opex; $9.0M HA $15.0M (12% of total) $9.5M Opex; $5.5M HA META3047MDL_RVOL003 3 ΜΕΤΑ3047MDL-003-00141448