Facebook Marketing - Creatives

Facebook广告素材策略
一份好的素材可以让成效提升数倍
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

Logo to be replaced
Creativity

Agenda
Source: Placeholder text. Delete this box if source is not needed. 3
1. 轮播广告CAROUSEL
2. 影音广告VIDEO
3. CANVAS
4. 創新結合

People have more control than ever before
現在，你用拇指就可以輕鬆控制看什麼內容

Within 5 hours
people consume
每五小時觀看內容相當於
7hrs
of content
Source: Millward Brown Digital 2014 AdReaction Multiscreen US Report

1.7
seconds
On average, people consume each piece of content on
Facebook mobile feed for 1.7 seconds
人們在Facebook手機動態上平均
每條資訊只用1.7秒

Source: Instagram internal data, November 2014
70Mphotos contributed on Instagram
daily
每天在Instagram上
發布的照片數量
2.5Bphotos liked every day on
Instagram
每天在Instagram上
被讚的照片數量
https://lookaside.fbsbx.com/file/Instagram%20Business%20Strategy%20One%20Sheeter.pdf?token=AWwVxVhj35eb-
inW7IcewnbRHJAZO01kzQgbgAZj05zCwTDKnbpyXdzIHs6d0p8CNn0cGdxpPEb9ETjIXQDSlfa8rKNmBDkekrfYu20SxIDvIish1qDpfWpfevk79lZWLEtWUtBb1NfHxFEBfvNPllRr

Young people have higher expectations for brands 年輕的消費者
對品牌要求更高
72%expect brand
content to be entertaining
期待品牌內容有娛樂性
56%would share brand content
if it was interesting
會分享有趣的品牌內容
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
品牌個人化，行銷多元化

No.
1
轮播广告

Carousel to showcase
various creatives
輪播廣告
展示不同創意
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.

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 • Pixar’s 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.

Telling a Story
Target audience: Parents
Adding video to carousel increases playfulness in your ad and boosts engagement & conversion. You can
tell 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 video
showcasing different styles.
It’s more alike animated photos.
Check out the post here:
https://www.facebook.com/TargetStyle/posts/1191011640911703
Creatives make huge
differences!

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
影音广告

"Wow, Italy is
so beautiful!"
VR/AR
Photos
Text
Videos

100,000,000
O N F A C E B O O K
hours of video are
watched 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 watching
video 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 are
watched every day
on Facebook
Source: “Time Spent with Video, United States, 2014–2018” by eMarketer, Apr 2016.
Facebook data, Dec 2015.

您的訊息
Tom 的哥哥 Daniel
Tom 的死黨 Lindsay
用戶將您的訊息
視為原生的
Facebook 使用體驗

在關鍵時刻
提高品牌知名度
與吸引顧客目光
Progressive 在 Facebook
上以影片廣告推出新角色
Baby Man
• 產品發表
• 啟動重塑品牌形象
的行銷活動

Source: Placeholder text. 41
Easier to
create

43
Case Study
48%
CPA Decreased
2.42xCTR Increased
1.48xROAS Increased
Stance

45
Case Study
100m CPA Decreased
+10munique reach of 10,032,226
(over 4 months)
This means 10m people
saw an ad at a frequency of
almost 10 times.
1.6mnew voter registrations,
80% of which were
between the ages of 18-30
IEC

47
Case Study
Paddlepop (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 don’t 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 OWS C A N I N S P I R E N E W F O R M S O F S T O RY T E L L I N G
Use images to recreate
a video, making it accessible
to new audiences
Display a product
catalogue in a new way
Provide a tutorial using
a 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 06
Slideshows 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 people’s
top five apps2
88%

Source: Kissmetrics anayltics infographic: https://blog.kissmetrics.com/loading-time/?wide=1
VISIT OUR
WEBSITE
Click HereClick Here
12345WELCOME
40% of consumers abandon
a site that takes over 4
seconds to load.
On mobile, you need to
be fast

1.59B
people 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 Mobile
Creative
Spaces

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

Video
text hereTilt-Pan
text here
Carousel
text hereButton
text here

Seamless
<2 secs
Multimedia
• video
• carousel
• imagery
• long format text
• product catalog
Native
• full screen
• autoplay
• accelerometer
Customizable
• 1000s permutations
• Simplified build tool

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 to
show relevant products from
their catalog
A CPG brand uses Canvas to
tell a story about its seasonal
promotion
A car brand uses Canvas
to 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 with
new 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 Facebook’s 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

L’Occitane used Facebook’s 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
L’Occitane
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, L’Occitane 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 Szałamacha, Brand Manager, Allegro

• 38% of people who opened this
Canvas reached the end
• 65 second dwell time
• 2.9% click through to store locator
Wendy’s
“[Canvas ads] are absolutely gorgeous to highlight
whatever asset.”
Cristin Jordan, Channel Director of Social, VML

Carnival used Facebook’s 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 Carnival’s 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
2.2X
increase in app installs in one
month
3Xincrease in app engagement in
one month
7.6Xincrease in revenue compared to
the previous year

7979
這家零售商採用了Facebook整套廣告產品，從全螢幕互
動廣告覆蓋到動態產品廣告以幫助女性客戶在線上發現
他們店的鞋子，以及提升剛新推出在線商店的銷售量。
這家台灣鞋子零售商Ann’S透過Facebook的全螢幕互動廣告到輪播廣告，有效地接觸他們
店了的目標受眾，深入解客戶的購物習慣和喜好，從而提高銷售量。透過Facebook的廣告
格式，Ann’S以節省的方式讓客戶認識他們全新的網路商店，以幫助他們提升網站瀏覽量、
線上營業額和銷售轉換率。
找到完美的合作網絡平台
「隨著很多台灣的女性都在使用Facebook，很明顯地這就是一個能夠在網絡上協助
我們找尋受眾的合作伙伴。Facebook的廣告很快就提高了我們新銷售網站的知名度
和營業額。從帶大家認識這個品牌，到購買、再持續消費的每一個階段，我們都
可以輕鬆簡單地跟客戶接觸互動。」
Liv An
ANN’S行銷長
3.8X
銷售轉換率增加
5.3X線上營業額提升
33%
網站瀏覽量提升

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
“ We’re honored to be one of the first brands in Taiwan to try Facebook Canvas. We’re
thrilled with the results. Canvas helped us deliver an amazing mobile experience for
shoppers. It’s 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
创新结合版

Cinemagraphs on Instagram
X Autoplay for branding
+
Facebook carousel to drive
conversion
HACK: STORYTELLING

Video 影音故事
+
Carousel 輪播廣告
HACK: STORYTELLING

3D X Autoplay 自動播放
HACK: STORYTELLING
Disclaimer: Misusing alcohol can damage your health, to be consumed in moderation

Ad sequencing 廣告排序
• Bringing precision to story telling 讓你的品牌充滿故事，讓你的故事精確投放

No.
5
灵活应用
将不同素材套用到不同行業

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 Mother’s 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.
Casetify’s 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 Mother’s Day gift the previous year. It also used website Custom Audiences to retarget people
who had visited the Casetify website but didn’t make a purchase.
3X
3X
50%
20%
more sales than the previous
Mother’s 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 Facebook’s
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 LovelyWholesale
website. 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 cinemagraphs
on auto-play videos
to drive awareness
and carousel ads to drive
direct response

II. App Installs
Video ads for
branding + DR and to
show how to use
Carousel ads to
drive conversion
directly
Instagram –
Engaging and
enlarging reach
Canvas: Designed for
mobile, 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 7–15, 2015, also delivered the following results:
Over 50% of viewers watched more than 25 seconds of the ad
50% of viewers watched the entire ad
7.7 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 Facebook’s 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
Åhlénstried piloted a social game with fast-moving images
(made into a video), and you get 50% off if you screenshot
them:

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/

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Facebook Marketing - Creatives

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