Meta Quest 3 launched just weeks before the 2023 holiday season — a powerful new product entering one of the most competitive retail windows of the year. The challenge wasn't just awareness; it was relevance. How do you position a mixed reality headset as the perfect holiday gift when most people still aren't sure what mixed reality even is?

As Director of Strategy, I led the strategic vision for "The Perfect Gift," a seasonal social campaign that repositioned Meta Quest 3 from tech product to personal experience. Working alongside a VP of Strategy who managed high-level client relationships, I directed a team of two through concept development, content strategy, and production oversight—translating a complex product into emotionally resonant, subculture-driven content timed to key retail moments. The work spanned Instagram, TikTok, and Facebook, with concepts designed to spark a simple reaction: Wait, you can do that in Quest?

The campaign contributed to broader platform growth that helped Meta Quest surpass 314K new followers and generate over 1.25M impressions in under eight months—momentum that validated a more personal, subculture-driven approach to social.