IG US: Q3 Creative Assets

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Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/26 Page 1 of 11 AMENDED Exhibit 66 PLAINTIFFS' OMNIBUS OPPOSITION TO DEFENDANTS' MOTIONS FOR SUMMARY JUDGMENT Case No.: 4:22-md-03047-YGR MDL No. 3047 In Re: Social Media Adolescent Addiction/Personal Injury Products Liability Litigation Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/26 IG US: Q3 Creative Assets Version MZ 2 August 2024 Page 2 of 11 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-146-00052282 Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/26 Page 3 of 11 2024 IG (US) CAMPAIGN ON A PAGE Goal Drive consideration (& ultimately preference) for IGamong teens in service of long term teen MAU growth Target Audience Teens (13-17), US Insights Brand Strategy Small, playful actions on Instagram can lead to big friendships Key Message (Proef points: Teen first products that helps them connect; Add yours, Music Stickers, Close friends, Notes, Reshares, Profile) Job to be Done Timing Chapter 3: August 12-October 6 Comms Task #1: Reappraise Value Comms Task #2: Product Familiarity Comins Task #3: Culture HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-146-00052283 Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/26 Page 4 of 11 IG'S BRAND JOURNEY SO FAR We have successfully driven teen consideration through our brand strategy of 'everyday creativity' anchored on teen use cases of our platform, and this is a continuation of the approach US Ch1 Jun - Oct 23 Some big things start small Hero Film "Small Fries" (Multi) Watch here Instagram is for everyday creativity that connects you US Ch2 Apr - Jun '24 "Now Close" (Close Friends) Hero Film "Making of friendships" "Listen Together" (Music Sticker): Watch here Watch here Watch here ONP Stills/Gifs OOH ONP Stills / Grs OOH US Ch3 Aug - Oct 24 FOR REVIEW TODAY HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-146-00052284 Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/26 #1: Reappraise our value Brand Campaign Chapter 3 Aug 12-Oct 6th FIRST CRU OPENING NIGHT Page 5 of 11 FIRST DAY OF CLASS E NERVES IT DAY FIT FIRST DAY ANTI IRST SUNRISE FIRST PICTURE DAY HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-146-00052285 Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/26 Page 6 of 11 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-146-00052286 Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/26 Page 7 of 11 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-146-00052287 Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/26 Page 8 of 11 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-146-00052288 Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/20 Page 9 of 11 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-146-00052289 Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/26 Page 10 of 11 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-146-00052290 Case 4:22-md-03047-YGR Document 2648-32 Filed 01/20/26 Page 11 of 11 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-146-00052291