Facebook has launched a “Creative Accelerator” programme in a bid to aid brands targeting consumers through their mobile devices.
The programme allows brands to reach consumers in high growth countries such India, Indonesia, Turkey, South Africa and Kenya. This allows brands to reach consumers through Facebook on their mobiles, whether on smartphone or feature phone, going across 2G or 3G networks.
Brands that Facebook is currently working with on the new programme include Coca-Cola, Nestle and Durex.
“Our Creative Shop team is collaborating with businesses and agencies to build great creative, across all devices, specifically looking at consumer behavior in high-growth countries, including India, Indonesia, Turkey, South Africa and Kenya,” said Mark D’Arcy, VP, chief creative officer, Facebook Creative Shop.
Facebook is also working in the countries to learn about differences across language, culture and technology to help build stories and serve seamless creative across devices.
It will also be leveraging on its bandwidth targeting programme which was launched in August 2014 to enable advertisers to reach people based on the network connection. The programme was launched as people in high-growth countries were seen leapfrogging desktop and accessing the internet largely from mobile devices. The programme allowed advertisers to deliver their message only to people who are able to receive it and allowed advertisers to target the appropriate creative to the right people.
According to statistics shared by Facebook, Durex Indonesia was one of the clients who leveraged the technology and wanted to reach people on the go. Facebook partnered up with the brand and its agency to ensure that those on low end smartphones were able to seamlessly view the content on their mobile phones. Ultimately the campaign resulted in a 25 point increase in ad recall and 4 point improvement in purchase intent. Durex also saw a 3 point lift in brand recommendation.
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