facebook marketing - creatives

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DATE

1 Lines > Facebook

P A R T N E R M A N A G E R , G R E A T E R C H I N A S M B

K I S S O N L I N

4.5.16

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Creativity

Agenda

Source: Placeholder text. Delete this box if source is not needed. 3

1. CAROUSEL

2. VIDEO

3. CANVAS

4.

People have more control than ever before

Within 5hourspeople consume

7hrsof content

Source: Millward Brown Digital 2014 AdReaction Multiscreen US Report

1.7seconds

On average, people consume each piece of content onFacebook mobile feed for 1.7 secondsFacebook

1.7

Source: Instagram internal data, November 2014

70Mphotos contributed on Instagram

dailyInstagram

2.5Bphotos liked every day on

InstagramInstagram

https://lookaside.fbsbx.com/file/Instagram%20Business%20Strategy%20One%20Sheeter.pdf?token=AWwVxVhj35eb-inW7IcewnbRHJAZO01kzQgbgAZj05zCwTDKnbpyXdzIHs6d0p8CNn0cGdxpPEb9ETjIXQDSlfa8rKNmBDkekrfYu20SxIDvIish1qDpfWpfevk79lZWLEtWUtBb1NfHxFEBfvNPllRr

Young people have higher expectations for brands

72%expect brand

content to be entertaining

56%would share brand content

if it was interesting

Source: Coming of Age on Screens, by Crowd DNA (study commissioned by Facebook), April-May 2014. Survey of 11, 165 young people, age 13-24, in 13 countries

Brands can make businesses personal again

No.


1

Carousel to showcasevarious creatives

HACK: STORYTELLING

The wait is over. Behold the Corvette Z06

Chevrolet

Chiwei Lee likes Chevrolet

Sectional

Not a real ad. An experiment by FB Creative Shop.

The wait is over. Behold the Corvette Z06

Chevrolet

Chiwei Lee likes Chevrolet

Not a real ad. An experiment by FB Creative Shop.

Not so super with Cable.

DIRECTV

Megan Summers likes DIRECTV

Before and After

Print ad by Direct TV. Reimagined as Carousel. Experiment by FB Creative Shop.

Know who else likes long walks on the beach?

Pedigree

Katie Riccio Puris likes Pedigree

Print ad by Pedigree. Reimagined as Carousel. Experiment by FB Creative Shop.

Curiouser and curiouser.

Colgate

Brett Prescott likes Colgate

Tease and Reveal

Print ad by Colgate. Reimagined as Carousel. Experiment by FB Creative Shop.

Heat got you down? Come get Wet-n-Wild!

Universal Orlando Resort

Simon Sok likes Universal Orlando R

Panorama

Panorama photo by Universal Orlando Resort. Reimagined as Carousel. Experiment by FB Creative Shop.

Heat got you down? Come get Wet-n-Wild!

Universal Orlando Resort

Simon Sok likes Universal Orlando R

Panorama photo by Universal Orlando Resort. Reimagined as Carousel. Experiment by FB Creative Shop.

Learn what makes your favorites tick.

Guardians of the Galaxy

Ji Lee likes Guardians of the Galaxy

Photo by Marvel. Reimagined as Carousel. Experiment by FB Creative Shop.

Build your own unique Fly Knit Lunar2 iDs

Nike

Chris Kennedy likes Nike

Rotation

Photos by Nike. Reimagined as Carousel. Experiment by FB Creative Shop.

Disney Pixars newest Movie, Inside Out!

Inside Out

Namroc Doan likes Inside Out

Storyboard

Photo by Disney. Reimagined as Carousel. Experiment by FB Creative Shop.

Meet the ALL NEW 4x4 Jeep Renegade.

Jeep

Glenn Davis likes Jeep

Variety

Photos by Jeep. Reimagined as Carousel. Experiment by FB Creative Shop.

Meet the ALL NEW 4x4 Jeep Renegade.

Jeep

Glenn Davis likes Jeep

Photo by Marvel. Reimagined as Carousel. Experiment by FB Creative Shop.

From which movies does this come from?

Netflix

Emily Zorza likes Netflix

Game

Images from Famousobjectsfromclassicmovies.com. Reimagined as Carousel. Experiment by FB Creative Shop.

Telling a Story

Target audience: Parents

Adding video to carousel increases playfulness in your ad and boosts engagement & conversion. You cantell a story with the video/ carousel, and test which card is most suitable for video.

Showcasing top categories

Target audience: Core Audience exclu. past 60D Conversion

Hacking the carousel format: Every carousel is a 3 second videoshowcasing different styles.

Its more alike animated photos.Check out the post here:

https://www.facebook.com/TargetStyle/posts/1191011640911703

Creatives make hugedifferences!

Showcasing different images of the same product

Target audience: Past 30D WCA Male

Showcasing different options of the same product

Target audience: Past 30D WCA Female

Showcasing different benefits of your products

Target audience: Core Audience

No.


2

"Wow, Italy is so beautiful!"

VR/AR

Photos

Text

Videos

100,000,000O N F A C E B O O K

hours of video arewatched every day

Source: Facebook Internal Data, December 2015

Mobile has enabled an explosion in video viewing

40%

O V E R T H E L A S T 6 M O N T H S

the time spent watchingvideo on Instagram increased

Source: Instagram data, global, Aug 2015-Feb 2016.

Mobile has enabled an explosion in video viewing

of time on digital is spent watching video~20%

100M hours of video arewatched every day on FacebookSource: Time Spent with Video, United States, 20142018 by eMarketer, Apr 2016.Facebook data, Dec 2015.

Tom Daniel

Tom Lindsay

Facebook

Progressive Facebook Baby Man

Introducing Slideshow

Source: Placeholder text. 41

Easier to create

42

Stance

43

Case Study

48%CPA Decreased

2.42xCTR Increased

1.48xROAS Increased

Stance

Add/remove examples as appropriate for your client


IEC

45

Case Study

100m CPA Decreased

+10munique reach of 10,032,226 (over 4 months)

This means 10m peoplesaw an ad at a frequency of almost 10 times.

1.6mnew voter registrations, 80% of which were between the ages of 18-30

IEC


Paddlepop (Unilever)

47

Case StudyPaddlepop (Unilever)

We know that more than half of the consumers we serve in Indonesia have trouble viewing video, since they use feature phones or experience unreliable mobile data connections or low bandwidth. Facebook's Slideshow solution helps us create a simple, lightweight yet engaging mobile asset from our current video creative. Now we dont have to worry whether it will load fast for slow connections, so we have assurance that the ad delivers our complete brand message.

- Yenni Nathalia - Brand Manager, Paddle Pop

48

Case Study

9% 6x

Sparkle In Pink

Growth in total monthly sales since using slideshow ads

Cheaper acquisitions than other social media channels


Source: Placeholder text. 49

How-To-Make a Slideshow

S L I D E S H O W S C A N I N S P I R E N E W F O R M S O F S T O R Y T E L L I N G

Use images to recreatea video, making it accessible

to new audiences

Display a product catalogue in a new way

Provide a tutorial usinga new eye-catching format

Slideshow ad creative best practices and technical specs

Use high resolution still images or an existing video asset.

Combine with any Facebook targeting such as bandwidth, device or demographic targeting.

Start with 3-7 images, with recommended image ratio of 16:9 or 4:3 (each image should have a similar image ratio).

01 0302

04 05 06Slideshows autoplay where autoplay is available, and will loop. Slideshows deliver anywhere that video does, incl. Instagram.

Edit slideshow by:- Cropping, reordering- Adding audio- Adding text

Select images from:- Shutterstock- Your desktop or mobile- Pages Library - Your existing video

No.

A New Space for Big Ideas


3

Canvas

Source: Average Time Spent per Day with Major Media by US Adults, eMarketer Oct 2015

The way people discover content is changing

per day on mobile

3HOURS

Mobile is a constant companion

When it comes to time on mobile, apps rule

Source: 1. comScore, The U.S. Mobile App Report, Aug 2014, 2. comScore, How the Power of Habit Drives Mobile App Usage, Sept 2015

of all time spent on digital1

52%

of time spent in apps are within peoples

top five apps2

88%

Source: Kissmetrics anayltics infographic: https://blog.kissmetrics.com/loading-time/?wide=1

VISIT OURWEBSITE

Click HereClick Here

12345WELCOME

40% of consumers abandon a site that takes over 4 seconds to load.

On mobile, you need to be fast

IntroducingCanvas

1.59Bpeople visit their

News Feed every month

Reach people where they are on Facebook

Source: Facebook Earnings, Q4 2015, Forrester Research, North American Consumer Technographics Media and Advertising

InsightsPeople MobileCreativeSpaces

Optimal space across Android & iOS

Expands to a full screen experience

Customizable through unlimited combinations of Text Still imagery Tilt-to-pan stills Video, cinemagraphs Carousel Product catalog Links

True vertical and horizontal interactivity

Videotext hereTilt-Pantext hereCarouseltext hereButtontext here

Seamless

Storytelling comes to life

Video Photo + Carousel,Product catalog Tilt to Pan CTAHeader

Flexible for any objective

A movie studio uses Canvas to highlight characters from their

upcoming film

An electronics company uses Canvas to showcase different

features of their product

A retailer uses Canvas toshow relevant products from

their catalog

A CPG brand uses Canvas totell a story about its seasonal

promotion

A car brand uses Canvasto highlight a new model

coming to market

Movie studio

Electronics Retailer

CPG Car brand

Link ad in News Feed

images, text and interactive elements

These ads link to your mobile site

Create full screen experiences that combine videos

The experience The payoffHook

Built for mobile

. . . . . .

Draw them in:The Hook

Visual Impact Concise Copy

Hashtags

Start the adventure:The Experience

Immediate impact Purposeful transitions

Video and Branding:The Experience

Branding that is thumb-stopping

Delighting withnew capabilities:The Experience

Reward with the reveal

Reward the journey or continue your story: The Payoff

Carousel off-site link

Pinned CTA

Getting started: Canvas Builder

Kit and Ace

The canvas ad unit gave Kit and Ace an innovative way to tell our technical story and effectively reach new audiences to

drive both online and offline conversions.

Britta Wickham, Digital Media Manager, Kit and Ace

Kit and Ace used Facebooks Canvas product to tell the brand story of its line of luxury-meets-functionality clothes. 36 seconds spent watching the Canvas ad on

average Over 500 offline sales conversions

Source: Facebook Case Study February 2016

LOccitane used Facebooks Canvas product to boost brand awareness and promote its holiday gift sets. 11% increase in ad recall for Canvas

(vs. link ads) 34 seconds spent engaged with Canvas (on

average) 2.3 million people reached with campaign

LOccitane

Canvas gave us a great opportunity to tell the rich story behind our brand and products, while still driving conversions during the key holiday gifting period.

Maddie Smith, Managing Director, LOccitane USA


Allegro wanted to establish itself as a key destination for Christmas shopping. 7% lift in campaign awareness 13% lift in ad recall 23 second average interaction

time

Allegro


With Canvas, we created a space for people to find inspiration for their Christmas gifts and buy them directly

from us. Facebook helped deliver it to over 6 million people in Poland during the most important time of the year.

Adam Szaamacha, Brand Manager, Allegro

38% of people who opened this Canvas reached the end

65 second dwell time 2.9% click through to store locator

Wendys

[Canvas ads] are absolutely gorgeous to highlight whatever asset.

Cristin Jordan, Channel Director of Social, VML


Carnival used Facebooks Canvas product to take their audience on a virtual five-day cruise without ever leaving their News Feed 31 seconds median view time 44% click through rate to Carnivals website

from Canvas

Carnival


The app company used immersive Canvas and carousel ad formats to connect with people when hunger strikes and introduce them to a world of snacking possibilities, leading to a 7.6X increase in revenue.

Jumplife


7878

The app company used immersive Canvas and carousel ad formats to connect with people when hunger strikes and introduce them to a world of snacking possibilities, leading to a 7.6X increase in revenue.

Jumplife wanted to increase installs, boost loyalty and lift sales revenue by 10%. It ran mobile app install ads in the carousel format to introduce a variety of snacks to people and encourage installs. It also also used Canvas to take people into a world of global snacking. Using Audience Insights, Lookalike Audiences and Custom Audiences helped it reach the right people with the right content.

Taking people on a snacking adventure

Facebook has helped us find customers who love novel and intriguing products. Combining immersive content formats with smart targeting has helped us increase installs, sales and awareness of Gamadian.

Ben Pan CEO, JUMPLIFE

2.2Xincrease in app installs in one month

3Xincrease in app engagement in one month

7.6Xincrease in revenue compared to the previous year

7979

Facebook

AnnSFacebookFacebookAnnS

FacebookFacebook Liv An ANNS

3.8X

5.3X

33%

8080

The ecommerce brand used Canvas to give shoppers an immersive, mobile-first shopping experience and maximize sales on mobile.

citiesocial spotted an opportunity to maximize mobile conversions while reducing its cost per sale, so in November 2015 it started using Canvas to display its products dynamically on mobile. citiesocial focused on gadgets in the ads and targeted people with an interest in gadgets. The featured videos (which loaded up to 10X faster than on the standard mobile web), showed people using its products and were particularly successful.

Canvassing shoppers on mobile

Were honored to be one of the first brands in Taiwan to try Facebook Canvas. Were thrilled with the results. Canvas helped us deliver an amazing mobile experience for shoppers. Its a useful solution for brands who want to capitalize on the potential for mobile sales.

Eric Wang FOUNDER AND CEO, CITIESOCIAL

50%lower cost per click with Canvas

48%higher click-through rate with Canvas

33%lower cost per acquisition with Canvas

https://www.facebook.com/business/success/citiesocial

No.


4

Cinemagraphs on InstagramX Autoplay for branding

+Facebook carousel to drive

conversion

HACK: STORYTELLING

Video

+Carousel

HACK: STORYTELLING

3D X Autoplay

HACK: STORYTELLING

Disclaimer: Misusing alcohol can damage your health, to be consumed in moderation

Ad sequencing Bringing precision to story telling

No.


5

I. E-Commerce

Hailing from Hong Kong but selling to the world, Casetify is an ecommerce startup that turns personal Instagram snaps or designs by artists into cases for mobile phones, tablets and Apple Watch bands. It aims to turn memorable moments into products that people love.

In the run-up to Mothers Day, Casetify wanted to reach people who had previously visited the website or bought a gift for their mum the previous year. It wanted to share a special offer with them to bring them back.

Casetifys cases are aesthetically stunning and its Facebook- and Instagram-using audiences are visually driven, so the company used both photo ads and carousel ads to showcase product photos and drive people to its website. With carousel ads, Casetify could display up to 5 photos of different products with multiple links in a single ad. Casetify also ran link ads in mobile and desktop News Feed and and in the right column to boost website traffic.The ads featured a promotional offer that encouraged people to treat their mum with a unique gift and also inspired them with examples of personalized cases.The company unlocked the value of its customer data by using Custom Audiences to retarget people who bought a Mothers Day gift the previous year. It also used website Custom Audiences to retarget people who had visited the Casetify website but didnt make a purchase.

3X3X

50%20%

more sales than the previous Mothers Day

Return on ad spend

lower cost per acquisition than previous campaigns

increase in the average order value since using Facebook Ads

I. E-Commerce

LovelyWholesale sells affordable, stylish clothes online for fashion-forward women around the world. Based in China, its key markets span several continents, including Europe, North America and Southeast Asia.

LovelyWholesale started its Facebook Ads journey with the goal of building brand awareness and reaching new customers. The brand ran like ads to build its fan base, used lookalike audiences to target people similar to its existing customers, and boosted its Page posts to get more exposure.Next, LovelyWholesale used link ads to drive people to its website, measuring conversions using Facebooks conversion tracking pixel.The brand used Custom Audiences to retarget website visitors who added something to their basket but didn't buy it, displaying the same product (or something similar) to prompt them to return to the website and complete their purchase.

LovelyWholesale didn't fully understand its diverse market. But by using Facebook Ads, it could identify key customer demographics so it could better reach its global audience and drive traffic to the LovelyWholesalewebsite. It also wanted to optimize its return on ad spend and maximize online conversions.

50%

20X

3X

increase in sales in 3 months

increase in website (65% of which came from mobile)

Return on ad spend

Moving images to create a mesmerizing moment on mobile

Used cinemagraphson auto-play videos to drive awareness

and carousel ads to drive direct response

II. App Installs

Video ads forbranding + DR and to

show how to use

Carousel ads todrive conversion

directly

Instagram Engaging and

enlarging reach

Canvas: Designed formobile, more info, more

attractive

III. Travel

Hotels.com: http://www.adweek.com/adfreak/hotelscom-created-facebook-autoplay-ad-thats-infinitely-better-without-sound-165133

III. Travel Success Stories Carnival Cruise Line

Cruising to success

Canvas proved effective in helping Carnival increase brand interest and engage its key audience. The campaign, which ran from December 715, 2015, also delivered the following results:Over 50% of viewers watched more than 25 seconds of the ad50% of viewers watched the entire ad7.7 million viewers reached

Carnival is one of the most popular cruise lines in the world, offering quality cruises and memorable vacations to the Caribbean, Europe, Mexican Riviera, Alaska, Hawaii, Canada, Australia, the Pacific Islands and elsewhere.

Carnival wanted to raise brand consideration and increase engagement by using Facebooks Canvas format and reaching out to millions of vacation seekers across the US.

https://www.facebook.com/business/success/carnival-cruise-line

IV. Retail/ F&B

http://www.adweek.com/adfreak/you-get-half-products-if-you-can-screenshot-them-these-fast-moving-instagram-videos-160013

hlnstried piloted a social game with fast-moving images (made into a video), and you get 50% off if you screenshot them:

IV. Retail/ F&B

V. Beauty Services

V. Beauty Services https://www.facebook.com/aqua7seven/videos/1692177947668744/

https://www.facebook.com/dermes.hair.removal.specialist/posts/10150596520274950

https://www.facebook.com/slimbeauty.hk/videos/1285183231496625/

https://www.facebook.com/salontaxi/videos/908820349153223/

Thank you


facebook marketing - creatives

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