For New Year's 2024, Meta Quest partnered with PUMA on "The World's Smallest Gym" — a Berlin-based experiential activation demonstrating that Meta Quest 3 can turn any 2m x 2m space into a complete workout experience. While the European activation targeted local audiences with German creators and messaging around urban space constraints, Meta needed a parallel global social strategy that could translate the campaign's core message for universal fitness culture — where the barriers aren't space, but time, weather, and motivation.

As Strategy Lead, I developed the North American social approach, working with Meta's global social teams, the European agency Granny, and our creative and content production partners. My role centered on strategic reframing: taking "The World's Smallest Gym" concept and repositioning it for U.S. audiences as a solution for cold weather days, busy schedules, and moments when getting to a gym feels impossible. This meant developing content briefs for English-speaking German creators, coordinating cross-agency production, providing creative direction and feedback, and managing posting operations to ensure the English execution felt authentic and platform-native — not like a direct translation.

Through coordinated creator partnerships, storyboard development, and phased content delivery, we extended the campaign's reach beyond Europe and positioned Meta Quest 3 as an accessible, everyday fitness solution that fits seamlessly into active lifestyles. The work contributed to 35K engagements across platforms in H1 2024 and helped drive a 30% lift in Meta Quest headset sales during Q1 2024.