Facebook's Creative Accelerator Launch

Given the rapid adoption of mobile phones in high-growth countries, brands currently have an unprecedented opportunity to reach people with stories that are personal, relevant and meaningful — breaking through geographic, linguistic, technological and cultural differences.

Today we announce Creative Accelerator, a program designed to help brands unlock the power of storytelling in high-growth countries. Facebook Creative Shop is working with clients and agency partners in India, Indonesia, South Africa, Kenya and Turkey with the goal of establishing best practices for high-growth countries by developing campaigns tailored to the people in each country and the devices they use to experience Facebook.

CASE STUDIES

Durex (Indonesia):

Business Goal:
Durex wanted to reach people on the go and expand the product’s use case with the message that condoms can make “love pleasurable.”

Creative:
Creative Shop partnered with Durex’s creative agency in Indonesia, Upnormal Pingfans, to ensure that people accessing Facebook through feature phone and low-end smartphones would be able to seamlessly view the content on their devices.
Different copy went out to males and females to take into account the cultural norms associated with condoms and sex in Indonesia.

Results so far:
+25pts increase in Ad Recall, +4pts improvement in Purchase Intent and +3pts lift in Brand Recommendation is a testimonial to Facebook as the best marketing platform for brands as well as the creative connection that happens when RB and Facebook work together.

"Indonesia is a mobile first market with many people spending time in traffic and out of home. Facebook is the largest social media platform here and its ability to deliver accurate, efficient targeting is unparalleled. Durex is a high priority brand for Reckitt Benckiser and as most of our target audience spends time on social media vs watching TV, Facebook provides the brand an opportunity to target our consumers with personalized messaging for both males and females. The brand also needs to be culturally sensitive so we are unable to repurpose the strategy applied in other western markets. Hence, we developed creative with a local flavour that appeals to the audience. The messaging was implicit in nature and we feel it will connect very well with the target consumer.”- Faraz A Shamsi, Marketing Director, RB Indonesia

Nestlé Everyday! (India): 

Business Goal:

Nestle Everyday wanted to reach people in both the metro and rural areas in India.

The objective was to drive trial and purchase of Everyday Dairy Whitener (a dairy creamer) by increasing consideration and purchase intent of the product.

This is the first time Everyday will be positioning the brand against the category incumbent, milk, as a superior tea and coffee creamer, and it is the first time the brand used Facebook to develop a message using video and image story telling.

Creative:
Creative Shop worked with the brand and its agencies, Publicis Delhi and Media Alliance, to develop creative based on peoples’ bandwidth strengths and device types.

People accessing Facebook with lower bandwidths on feature phones and low-end smartphones received still images from Nestle Everyday.

People with stronger bandwidth connections and more sophisticated devices they received videos in News Feed.

Targeting:
Two distinct demographics with different creative, optimized for device-type and bandwidth-strength:
(1) Metro-dwelling people 18+ on smartphones and stronger bandwidth connections are receiving beautiful cinemagraphs (or moving pictures)
(2) People dwelling in the rural NE part of the country are receiving stills that are more easily consumed on feature phones and lower bandwidth connections.
(Demo link of the live work, here --https://www.facebook.com/?feed_demo_ad=6029317190220).

Coca Cola (Kenya):

Business Goal:
Coca Cola Kenya wanted to increase brand awareness to the people of Kenya through the message of happiness by sharing a Coke.
Reach target audience in Kenya across multiple devices where feature phone is the most dominant.

Creative:
Creative Shop partnered with Coca Cola Kenya’s creative agency, McCann in South Africa, to identify the best creative idea and Facebook execution to achieve these objectives. The creative idea needed to deliver in a market that is extremely diverse in terms of mobile penetration -- across all device types and connection strength.

The campaign begins by targeting the local audience on feature phones with beautiful images of local Kenyans smiling and doing the everyday things they love. We include a hashtag to encourage people to share their own #Kenyanhappiness

As people in Kenya begin uploading their own #Kenyanhappiness, Coca Cola will spread those messages of positivity to more people around the world – reaching Kenya's neighboring countries with positive messages.

Targeting:
The campaign targets Kenyans in addition to audience segments of Kenyan expats who live outside Kenya as well as frequent travelers to the country, spreading the message of positivity.

Coca Cola (Kenya), Virgin Mobile (South Africa) — Agency

"It is an honor for us to be selected as one of the six agencies in the world to be participating in Facebook’s 'Creative Accelerator' project, and to be the only one taking through two brands makes us particularly proud. This is a groundbreaking initiative that Facebook has launched and while we expect it to yield some outstanding creative work and results, we’re very excited to witness the impact that it will have on feature phone usage.” - Steve Clayton, Creative Director of McCann Johannesburg

Samsung (Turkey) — Brand

"As Samsung Turkey, we could not be more excited to partner with Facebook on Creative Accelerator. With the program, our objective is to show how Samsung Turkey may best execute impactful creative on Facebook. We have been increasing our investment on both paid media support and best in class creative executions on Facebook. We believe we have yet to tap the creative potential of what can be done to unlock the power of Samsung in Turkey. Also, we can create innovative, award-winning case studies that demonstrate business value and will serve as lighthouse examples for Turkey by partnering with the Creative Accelerator.

Creative Accelerator will drive value for creative content to catch users' attention in the News Feed. The campaign will be a first in Turkey and we feel that it will be a great learning for all the emerging markets.” Can Emci – Corporate Marketing Director of Samsung Turkey

Lifebuoy (Indonesia) — Brand
"Lifebuoy has a social mission to help spread the message and educate people about the importance of handwashing with soap as one of the most vital health habits. Facebook is a great platform to reach our Indonesian mom target and also provides engagement with two-way communication, plus the ability to spread the message to other Indonesian people.” - M. Syathir Muhram, Assistant Brand Manager, Lifebuoy, Unilever Indonesia

Facebook Quotes:

“I've been overwhelmed by the sheer appetite coming from the creative community who are passionate about being part of something that could revolutionize the way we market in a region.” - Fergus O’Hare, Creative Strategist at the Facebook Creative Shop

"Facebook’s Creative Accelerator is a program designed to help brands unlock the power of personal storytelling in high-growth countries. We are rolling up our sleeves to co-create with our partners. There is no better way to learn than by building together.” - Melissa Oppenheim, The Creative Accelerator Program Manager

“The ability to tell a powerful story can connect people despite geographic, linguistic, technological and even cultural boundaries.”- Melissa Oppenheim, The Creative Accelerator Program Manager

"The biggest learning for me - and this is overwhelmingly true - is that technical limitation is not a limitation of cultural sophistication. And that creativity is not limited by the bandwidth or by any one phone a person owns. - Mark D’Arcy, Chief Creative Officer, Facebook’s Creative Shop

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