Nestlé, Durex and Coke are among the first brands to work with Facebook Creative Shop's new creative programme to develop better targeted campaigns in high-growth countries such as India and Kenya.
Via the Creative Accelerator programme the three brands have each launched a Facebook campaign tailored to users in each country and the devices they use to access the social media site.
As part of the creative process the programme takes into account bandwidth targeting to ensure advertisers only deliver messages to people who are able to receive it. For example, if an advertiser wants to deliver a video they would still be able to do so on mobile in emerging markets by selecting 3G, 4G, and wi-fi. Advertisers can then target a different type of creative (such as an image) to people on lower bandwidths.
The Creative Shop team is also collaborating with a further four brands, including Samsung, Axe, Virgin Mobile and Lifebuoy and their agencies to build creative across all devices, and to help them take into account geographic, linguistic, technological and cultural considerations.
For Durex, which wanted to reach people on the go, Creative Shop partnered with the brand’s creative agency in Indonesia, Upnormal Pingfans, to deliver different copy to males and females to take into account the cultural norms associated with sex and condoms in Indonesia.
Nestlé’s is aiming to drive trial and purchase of its dairy creamer product Everyday Dairy Whitener, which it is positioning against milk as a superior tea and coffee creamer.
The campaign markts the first time the brand has used Facebook to develop a message using video and image storytelling and the programme worked with Nestle’s agencies Publicis Delhi and Media Alliance, to develop creative based on peoples’ bandwidth strengths and device types.