Facebook announces the Creative Accelerator, a program intending to help brands target audiences in high-growth countries. For this accelerator, Facebook Creative Shop is currently working with clients and agency partners in India, Indonesia, South Africa, Kenya and Turkey. The goal is to develop campaigns tailored to the people and the devices they use to access Facebook in these high-growth countries.
Melissa Oppenheim, the Creative Accelerator program manager, says in a press statement, “the ability to tell a powerful story can connect people despite geographic, linguistic, technological and even cultural boundaries”.
Sharing in the excitement, Can Emci, the corporate marketing director of Samsung Turkey (a brand selected to participate in the Creative Accelerator), says in a press release, “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. The campaign will be a first in Turkey and we feel that it will be a great learning for all the emerging markets”.
Below please find examples of campaigns launched out of Creative Accelerator.
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:
- Metro-dwelling people 18+ on smartphones and stronger bandwidth connections are receiving beautiful cinemagraphs (or moving pictures).
- 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.
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.
