Redefining Meta’s $75B AI brand in a new campaign experience

1. Define what Advantage+ means in the merged product

• I framed three strategies and scored each against eight questions, such as whether advertisers would understand it, whether it protected the brand, and whether it would still work as more campaign types merged:

  #	Strategy	What it means	Key risk
  1	Advantage+ is a suite of products	Brand every product, as before	A campaign full of controls still carries a brand that promises performance
  2	Advantage+ is the optimal campaign state	The brand shows whether the campaign is set up optimally	Advertisers must learn a new meaning
  3	Retire the brand	AI is built in, so drop the name	Signals Meta lost confidence and throws away the brand

• My product design partner and I recommended Strategy 2, and leaders across the merge aligned.
• I turned the recommendation into two hypotheses, and two rounds of research tested them:
  • Less aggressive: The brand as an on/off label is easier to understand than the brand as a product name.
  • More aggressive: Showing an overall status nudges advertisers toward more automated setups.

2. Make the Advantage+ status binary: on or off

• The first version of Strategy 2 used a scale that showed how close a campaign was to full automation, with labels such as "strong, medium, weak" and "assisted, partially assisted, not assisted." We mapped every setting change to a state, because each change raised a real question. For example, does adding an age range still count as on?
• We dropped the scale. We could not offer a fix for every partial state, so advertisers would see a status with no clear next step. Instead, we chose a strict rule: any limit turns Advantage+ off. More campaigns would show "off," but the brand would appear only on setups that met its promise.
• The same logic simplified the brand tiers. By launch, only "Advantage+" remained, and single settings appeared as plain "Budget," "Audience," and "Placements."
• I wrote the status copy. When Advantage+ is off, it names the cause: "You have Advantage+ off for Audience." Then it offers the fix and says what the fix will do: "Switching setups will turn Advantage+ on for Audience."

Each setting shows its own status, and the panel sums up the campaign.

3. Show the definition without crowding the panel

• In research, advertisers understood how Audience, Budget, and Placements decide the campaign's status, but only after hovering to read the definition. Most never hovered.
• We compared four levels of visibility, from the original hover to showing the definition all the time. Always showing it would push the top recommendation off screen. We chose the middle ground: the definition opens during onboarding, then collapses to a summary of what's off.

4. Put Advantage+ inside Opportunity Score

• Opportunity Score rates a campaign by how many of Meta's recommendations the advertiser applies. The two features were planned as separate tests. I raised the overlap several times. At a design review, our VP of design asked whether Advantage+ was still needed once Opportunity Score existed. Before launch, design leadership made merging them a launch blocker. Leadership also required Advantage+ to stay as a brand.
• My product design partner and I co-led a sprint and a cross-team workshop with the Opportunity Score team. We worked to one rule: neither product could weaken the other's promise. A score that ignored Advantage+ would undercut the brand. An Advantage+ panel beside the score would give advertisers two answers to one question.
• We put Advantage+ inside Opportunity Score as its main lever: its recommendations appear first and carry more weight in the score. We gave up a panel that showed only Advantage+, so advertisers would see one answer instead of two.
• The Advantage+ status sits under the campaign score in the right panel, which stays visible beside every setting.
• I also redesigned the onboarding flow for the combined experience with fewer screens. It received VP sign-off and shipped within one month.