Brand3

CREATIN G EFFEC TIV E B R AND

CAM PAIG NS ON FACE B OOK

With 65% of all media time now spent with digital

channels, it’s essential that businesses are able to
build brands via digital advertising 1.
To help, we’ve created Brand3 – an evidence-based
framework to make your brand investment work
harder on our platforms.

Brand3 shows advertisers how to

grow three of the most frequently
measured brand outcomes:
Awareness Association Consideration

To determine the optimal

strategy for each outcome,
we combined three major 1 Largest academic
evidence sources 2: study ever into
brand building
effectiveness

MMM analysis
of over 16,000
Facebook
campaigns
L EARNING F ROM
AN U NRIVALLED
EVIDENC E BAS E

2 3

Over 3,000 test and

control brand studies

Source: 1. Global Web Index: 16,720 Internet users in Australia, aged 16–64, Q1–Q4 2020. 2. No Silver Bullet, University of Oxford / Kantar, analysis of 1,105 campaigns,
$13bn of media spend/ Ekimetrics, Executing for Effect, 16,000 campaigns MMM meta-analysis, November 2020 / Facebook Internal Meta-Analysis, March 2021
Brand3 Consideration
Use machine learning to help your most valuable audiences
discover more about your brand:

1. Elevate product messaging – use creative techniques

detailed under association for product messaging, or use ad
Association sequencing to relay multiple reasons to buy
Mix in new creative techniques 2. Receptive audiences – mix action-related buying objectives
to build a deeper connection: into your campaign to reach receptive non-considerers
1. Deeper stories - mix 3. Dynamic prospecting – mix in dynamic ads for broad
In-Stream into your campaign audiences to precisely engage in-market non-considerers
2. Connected experiences – add
an interactive layer to your
campaign

3. Connected voices – combine

branded content with brand ads

BUILD BU ILD
CON N EC TION DIS COV ERY
by experimenting with by experimenting with
deeper experiences precise automation

BUILD VIS IBILITY by optimizing your plan

Awareness
Building visibility is the base for all effective brand building campaigns and there are three essential steps:

1. Effective creative - build for mobile and test in the real-world at scale

2. Prioritize reach and frequency – focus on the optimal weight for your campaign, go beyond impressions

3. Widen the net - reduce reach costs with multiple placements and broad audiences

A Growth Mindset
The above strategies are opportunities for your brand to test and learn. We know that advertisers
who experiment over a sustained period see a 45% increase in performance on average 1. So, we
look forward to working with you to better understand the right approach for your brand.

Please contact your Facebook representative to discuss Brand3 in detail

and better understand how it can accelerate your brand growth.

Source: 1. Harvard Business Review, Marketers Underuse Ad

Experiments. That’s a Big Mistake, Julian Runge, October 2020