The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Technology Facebook Live Streaming

Facebook rolls out TV, digital and OOH ad campaign to teach people about Live

Author

By Jennifer Faull | Deputy Editor

October 22, 2016 | 4 min read

Facebook has launched a multi-platform campaign across the US and UK to help users understand its Live product, using user-generated footage to show its potential.

Facebook

Facebook Live Campaign

It comes following internal research which suggested that while people were aware of Live, there are barriers to people using it personally. So, the company is used a two-phased approach to build awareness of the product but also educate on how to use it.

A series of films countdown to a real-life live moment that Facebook users have shared publicly on the platform in the hope of building awareness and will be shown on TV in the UK and the US. One shows a little boy getting his first haircut, for example, another shows a dog in a teddy bear outfit.

Another 15-second spot shows Facebookers how to use Live, and encourages them users to share their experiences and hidden talents via the service.

Meanwhile, Facebook has also been tactical with ads running in key out of home sites. One ad at a bus stop reads, "How to go live when you see someone walking an animal that's not a dog," while one ad sitting above an airport luggage carousel shows "How to go live while everyone is waiting for the first suitcase to drop” before explaining the stages to shoot a live post.

"It's still relatively young for us, but it's been a hit," said Rebecca Van Dyck, vice-president of marketing at Facebook told Adage.

"Drafting off of that energy, we're doing a campaign in the U.S. and the UK. The intent is to educate and to inspire people to go live with their friends."

It was developed by Facebook's in-house agency The Factory.

Facebook's chief marketing officer Gary Briggs said the push aimed to "educate and inspire" people to try Facebook Live.

"Over the past year, we’ve been amazed by all the ways that people, public figures, and publishers have used live video to share moments with others. Facebook Live brings people together in real-time for moments both silly and significant. It's authentic and interactive, and it helps you share your experience in the moment with people you care about," he added.

"We designed our campaign to reflect the authenticity of Facebook Live. All of the content for the campaign—every video, every image—was shot using Facebook Live on a phone. Many of the videos you’ll see in our TV spots are from real people around the world, and none of the dialogue was scripted. The ads highlight all kinds of moments captured on Facebook Live: the everyday, the exciting, and the quirky."

Technology Facebook Live Streaming

More from Technology

View all

Trending

Industry insights

View all
Add your own content +