Facebook helps brands design creative mobile campaigns accessible in high growth regions

More and more people are using mobile devices to communicate in increasingly visual ways, leading to sky-rocketing creation of video, especially in high-growth regions. With the increasing importance of mobile, brand campaigns need to be designed to bring beautiful, visual stories to consumers across every device and connection type.

In line with this trend, Facebook has released some of the first results from Creative Accelerator program (launched in March), which help brands unlock the power of storytelling campaigns in these high-growth countries. Creative Accelerator works with brands and their agency partners in countries like India, Indonesia, South Africa, Kenya and Turkey and Facebook has seen some great results so far.

Says Nikila Srinivasan, product manager, emerging markets, Facebook: “People everywhere are embracing visual communication formats, like video, at a staggering rate. More than 50% of people on Facebook in the UK, Brazil, South Korea, Singapore, Israel and the UAE watch a video every day. In Asia-Pacific people are spending more time creating and consuming videos, including ads. In fact, in just one year, the number of video posts created per person on Facebook increased 75% globally, 52% in Australia, 36% in South Korea and 138% in the United Arab Emirates. People in the Middle East now consume more video per person than any other region in the world.

In Kenya, Coca-Cola launched a photo ad campaign designed to spread a locally relevant message of happiness. Compared to similar campaigns, ad recall increased by 18%.

Nestle Everyday’s Theatre in a Cup campaign connected with people in rural and metro areas in India using photo or video ads, depending on the person’s device and connection speed. Compared to similar campaigns in the region, the campaign increased brand awareness by 9% and purchase intent by 5%.

Lifebouy used photos and videos showing its soap’s effectiveness on germs to talk to moms in Indonesia about how washing hands helps keep families healthy. After the campaign, 9.4% more moms in the area associated the brand with the statement “protects effectively from germs.”