"Build a daily behavior by giving Teens reasons to check the camera everyday through scalable new content"

"STRATEGIC GOALS • Integrate platform into IG to see if AR effects can get strong product market fit with FCI Teens by tapping into IG teens community and cultural moments (this is something we haven't been able to achieve with our internal effects) • Target a list of ~50 teen creators, influencers or partners that resonate with FCI Teens through a closed beta in H1 and focus on key teen use cases: being funny, looking good, being part of a pop culture trend or moment • Measure success of beta program through participation of third party camera effects by FCI Teens; once product market fit is achieved with this demographic, quickly open the platform to scale quickly to reach daily use case • Maintain IG levels of quality and craft with third party effects through partner and creative guidelines" "PARTNERSHIPS BETA PROPOSAL • Prioritize authentic content that will resonate with FCI Teens • Implement a followership model where Partners get free distribution to their followers but need to pay for inorganic reach • Focus on key use cases: be funny, look cool / pretty, or be part of a pop culture trend or moment • Subsidize any or all Beta effects in order to set the right tone at launch • Partner with IGBP to understand business objectives of brands for inclusion in H2 • Leverage key moments: F8 in May and VidCon in June" "INSTAGRAM, TEENS, AND PARTNERS BENEFIT FROM THE PLATFORM Instagram: • Increase Camera Engagement in order to drive more sharing • Build a daily behavior by giving Teens reasons to check the camera everyday through scalable new content • Tap into communities and fan-bases that are thriving on IG • Help Teens make their friends laugh through funny tools • Help users feel comfortable sharing their face at any time Teens: • Use tools to be funny, make friends laugh, be entertained, or look cute/pretty • Crave unique creative tools they cannot get anywhere else • Want richer, more dynamic AR experiences that change frequently Partners: • Gain new channels for distribution and promotion through targeted impressions • Reach a large, highly engaged audience • Promote new products or self"