Facebook focuses on growth marketing in global B2B campaign
Facebook has commenced its first global B2B campaign focused on growth marketing. The goal of the campaign is to help performance marketers evolve their growth strategies on Facebook, to best meet the demands and expectations of consumers in a mobile-first world, according to a release from the company.
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In the US, a 30-day ad campaign will mark the launch of the global campaign, dubbed 'Discover Growth'. Ads, which include short video and gifs as well as a number of print ads to be used offline, will be aimed at direct response marketers and traditional brands looking to drive growth on Facebook.
The on-platform portion of the campaign will deliver one ad per day on Facebook, Instagram and the Audience Network with relevant direct response data and insights. Ads will be a mix of video lead and links ads, where marketers can choose to sign up to learn more or click through to the campaign landing page going live today (July 19).
“People are spending more time and consuming more information on mobile than ever before, and it has changed the way people discover, engage with and purchase from a business,” said Michelle Klein, North America marketing director for Facebook.
“As a result, there is no longer a 'moment of truth' in the customer journey. The purchase cycle has been completely turned on its head and 'the moment' happens at any point in time. That's why Facebook is launching the 'Discover Growth' campaign – to help marketers and agencies tap into these shifts in consumer behavior to grow their business – particularly as they prepare for the busiest retail period of the year this coming holiday season.”
The ads each use the data they have collected from Facebook users to create witty statements including: “There are 50 million coffee addicts on Facebook. Get more people buzzing for any brand. Your new customers are waiting. Find them on Facebook.”
Marketers that sign up via a lead ad to learn more will receive four weeks of direct mailings from Facebook, with more information about how they can find new customers on the platform.
At the end of the 30 days, marketers who engaged with the campaign will be served a Collections ad on Facebook, with the ability to ‘shop’ for a complimentary gift.