The program is designed to help brands unlock the power of storytelling in high-growth countries
BestMediaInfo Bureau | Mumbai | March 11, 2015
Facebook has announced the launch of its new program, Creative Accelerator, which is designed to help brands unlock the power of storytelling in high-growth countries. Through the program, the Facebook Creative Shop is working with seven clients and their agency partners in India, Indonesia, South Africa, Kenya and Turkey to bring brands’ stories to life. The program’s goal is to help establish best practices for high-growth countries by developing campaigns tailored to the people in each country and the devices they use to experience Facebook.
On the initiative, Mark D’Arcy, Chief Creative Officer, Facebook’s Creative Shop, said, “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.”
In India, Nestle Everyday wanted to reach people in both metro and rural areas. The objective was to drive trial and purchase of Everyday Dairy Whitener (a dairy creamer) by increasing consideration and purchase intent of the product. Moreover, this was the first time Everyday was positioning the brand against the category incumbent, milk, as a superior tea and coffee creamer, and it was the first time the brand used Facebook to develop a message using video and image story telling.
Facebook worked with the brand and its agencies, Publicis Delhi and Media Alliance, to develop creative based on people’s 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 received videos in News Feed.