9522e30f.fordistribution Collaborativeadscreativebestpractice Compressed

Collaborative Ads –
Creative Best
Practice
People scroll
through 300 feet
of content every
day on their
Facebook feed
Mobile-first
creative is fast,
frequent and
customizable
Your information has
a lot to compete with
Our brains have
evolved to process
information quickly
PROCESS A THOUGHT (2001)
0.30
0.00 0.25 0.50 0.75 1.00 sec
Your audience PROCESS A THOUGHT (2014)
can process more 0.03
than you think 0.00 0.25 0.50 0.75 1.00 sec
PROCESS A THOUGHT FROM AN IMAGE (2014)
0.013
0.00 0.25 0.50 0.75 1.00 sec

Line 1: St Andrews, 2001
Line 2 and 3: MLT, 2014, In the Blink of an Eye
Creative Best Practice for Collaborative Ads
WHAT OPTIMIZE CALL TO WHEN WHERE
Visual Identity FOR MOBILE ACTION Date of Sale, Marketplace
Product Add to Cart/ Time of Sale Visual Identity
Format (Still/Video) Follow Store (usually logo)
Value (Discount/ Shop Now

Freebies/Service/Quality)
Consumer Motivation
Applying the Creative Best

Practice to Mega Sale Days
TEASING/FLASH SALE/ CREATIVE EXAMPLES
D-DAY & CONSIDERATION
Creative Best Create for Growth

Practice for MOTIVATION-LED CREATIVE
Customer/Consumer
BROAD AUDIENCE TEST AND LEARN
TO DRIVE GROWTH
Channel (eComm)
Collaborative Ads Context (COVID-19 Impact)
2 OPTIMIZE
VIDEO FOR
MOBILE
a. Capture Attention Quickly
b. Keep length <15s and main

message in the first 3-5s
c. Design for Sound Off
Creative Best
1 WHAT
Practice for a. Brand Vis Id
Logo & Color
Collaborative Ads b. Format

(Static + Video work
better together)
Sales focused creatives are c. Product

created by advertising a
d. Value (in this case
product or service in the it freebies)
simplest terms and attracts a e. Consumer 3 CTA

Motivator
Add to Cart
consumer closest to purchase (Product Guarantee)
4 WHEN
Date of Sale
5 WHERE
Marketplace logo
2 OPTIMIZE
VIDEO FOR
MOBILE
a. Capture Attention Quickly
b. Keep length <15s and main

message in the first 3-5s
c. Design for Sound Off
Creative Best 1 WHAT

Practice for 4 WHEN
a. Brand Vis Id
Logo & Color
Collaborative Ads Date of Sale b. Format

(Static + Video work
better together)
Sales focused creatives are 5 WHERE c. Product

created by advertising a Marketplace Logo
d. Value
product or service in the (in this case it
is Buy 1 Gift 1)
simplest terms and attracts a
e. Consumer
consumer closest to purchase Motivator
ADD TO CART (Share the Love)
3 CTA
Add to Cart
Optimize for Mobile Brand Vis Id Format DON’T FORGET!
Optimize your
Product Value CTA Consumer Motivator
Optimizing your video content creative for mobile
for mobile for better performance.
Capture Attention Quickly Length

Start with your most captivating elements, We’re challenging our advertisers
incorporate brand identity early, hook to create short form video: less than
people with your most engaging content and 15 seconds with the main message
choose attention-grabbing video thumbnails. upfront (in the first 3-5 sec.).
Design for Sound Off Framing Play More

Use visual storytelling, try adding Framing for Collab Playing more, creating more
adding text on-screen to tell your Ad format content and learning quickly
story, use sound to delight are the best ways to ensure
instead of inform, add captions. your success.
Optimize for Mobile Brand Vis Id Format
Visual Identity
Your brand’s visual identity (logo, colors, font and slogan)

can help you stand out in a competitive digital space during
the saturated holiday season by driving recognition and trust.
It also drives impact. In one 9-pilot study, we found that

of performance ads which used a brand’s visual identity:
71% 67%
had higher ROAS had higher optimized
conversion and ad recall
Source: Facebook Creative Shop pilot study with 9 clients. 2019

Brand Vis Id
Vis·u·al i·den·ti·ty:
/ˈviZH(o͞o)əl/ /ˌīˈden(t)ədē/
the consistent colors, fonts,

logo, tone and look/feel that
represent a brand.
Consistent
visual identity
helps to build:
LOGO TYPE
1 Recognition
2 Differentiation
from Competition
3 Trust
4 Conversions
COLOR MNEMONIC
Brand Vis Id
A pilot study with 9 Creative Shop clients

showed that visual identity drove impact.
67%
Had a higher lift in Ad Recall
67%
NO VISUAL ID BRAND VIS ID + DR
Had a higher lift in

optimized conversion
71%
Had higher
Facebook Data, 2019, 9 Creative Shop Pilots with Brand & Conversion Lift Studies'
incremental ROAS
Brand Vis Id
And how you use identity matters

4/6 pilots that used visual identity throughout the creative had a higher conversion lift.
In other words: Consider integrating thoughtful, consistent visual identity throughout a piece of creative.
NO IDENTITY WITH IDENTITY NO IDENTITY WITH IDENTITY
1.79X 42.9%
Incremental Lift in
ROAS purchases
10.4%
Lift in
purchases
Use carousel or collection Ad format

CAROUSEL COLLECTION
Note: Single image is also

available, but not recommended
for Collaborative Ads.
In the collection format, try a mix

of video and static for best results.
Use mixed creatives of static & video
56%
of campaigns with mixed
creative had significant
incremental conversion lift
Source: Facebook IQ Creative Considerations for Direct Response Campaigns, August 2018. Analysis based on 5,000 global conversion lift study cells from 2015 to 2017,
categorizing into 3 buckets: “static only,” “mixed formats,” and “video only.”
VIDEO VIDEO VIDEO VIDEO

BASIC MOTION BRAND IN MOTION BENEFIT IN MOTION BENEFIT IN MOTION (2)
+46% +32%
Subscribers vs Subscribers vs
stills alone stills alone
Cell 2 Best Performance
VIDEO VIDEO VIDEO VIDEO

BASIC MOTION BRAND IN MOTION BENEFIT IN MOTION BENEFIT IN MOTION (2)
+20% -35%
Cheaper cost
Better Conversion
per conversion
rate than stills only
compared to
for purchase
stills only
KFC KFC KFC KFC
Headline goes here Shop Now Headline goes here Shop Now Headline goes here Shop Now Headline goes here Shop Now
Lorem ipsum dolor sit ameconsectetur.. Lorem ipsum dolor sit ameconsectetur.. Lorem ipsum dolor sit ameconsectetur.. Lorem ipsum dolor sit ameconsectetur..
+131% +14%
Better Conversion Videos had better
rate than stills only conversion rate
for purchase than
for purchase
stills alone
Delivered safely, securely –
straight to your doorstep Highlighting Best Seller
(context of COVID-19)
Free
Shipping
Facebook Creative Partners can help to supercharge your campaign with mobile-first
creatives and mobile optimized campaigns
Creative Solutions Facebook Creative Partners
Optimize existing assets into mobile-first

video creatives with agile messaging
Shuttlerock VMG Kaizen Smartly Genero
Create mobile-first creatives using templates

and tools
Canva Torchlight Smartly Shakr Offeo
Generate creatives for different products at

scale using bespoke mobile-optimized
templates Shakr Smartly
Leverage influencers to promote products
Vamp Tribe Whalar
Leverage live stream / live shopping to

promote products
Genero 90 Seconds Vamp
Find out more about Creative Partners at Facebook Marketing Partners

Consumer Motivation


Customer/Consumer
TO DRIVE GROWTH
Channel (eComm)
Applying the Creative Best Practice to Mega Sale Days
Friesland Campina Malaysia Mega Sales day Creatives

Teasing Flash Sale D-Day
CTA: Add to cart and/or CTA: Shop Now

CTA: Shop Now
follow online store (Create urgency/Don’t miss
(Limited Time Only)
(Coming Soon/Countdown to the big Sale/Winning Vouchers/Gamification & Brand the chance/Only available
Interaction) on this merchant)
Friesland Campina Vietnam Mega Sales day Creatives

CTA: Add to cart and/or CTA: Shop Now CTA: Shop Now
follow online store (Limited Time Only) (Create urgency/Don’t miss
(Coming Soon/Countdown the chance/Only available
to the big Sale) on this merchant)
Multi Category Creative Examples

CTA: Add to cart and/or CTA: Shop Now CTA: Shop Now
follow online store (Limited Time Only) (Create urgency/Don’t miss
(Coming Soon/Countdown the chance/Only available
to the big Sale) on this merchant)
Different Formats/Placements
FB COLLECTION IG CAROUSEL FB CAROUSEL
Test & Learn: Running different consideration ads in parallel -

Influencer or Product superiority
VIDEO INFLUENCER RATINGS & REVIEW
INFLUENCER
Test & Learn: Asking questions vs. Showing promos

and keeping text copy under 280 characters are associated with higher DR lift
Try Purple’s patented system of sleep innovations

for yourself.
Test & Learn: Asking questions & Leveraging Influencers


Consumer Motivation


Customer/Consumer
TO DRIVE GROWTH
Channel (eComm)
Create for Growth
At a certain point, business

growth can slow due to
audience saturation and/
or creative fatigue.
IT BECOMES HARDER TO
FIND NEW CUSTOMERS.
Creative hits a wall.

Cost-per metrics go up.
Revenue growth plateaus.
Create for Growth
I LOVE
SODA
Eventually, we
I LOVE
SODA
exhaust that high- A I LOVE
intent audience
I LOVE SODA
SODA
AD
I LOVE
SODA
Potential
Customers
Create for Growth
I LOVE
THIS ONE
FLAVOR
I LOVE
SODA I LOVE
THE
FRUITS
STORE IS
CLOSE BY
I LOVE
SODA
How do we reach A
A
new customers? I LOVE
SODA
I LOVE
SODA
AD I LOVE
PRICE
QUALITY
POINT IS
RIGHT
I LOVE
I LOVE SODA
ORGANIC
FLAVORS
Create for Growth
Here’s how
MOTIVATION-LED CREATIVE
+ BROAD AUDIENCE
+ TEST & LEARN = GROWTH

Create for Growth
Step 1
M O T I VAT I O N - L E D C R E AT I V E
+ BROAD AUDIENCE

Create for Growth
Motivation-led Creative Broad Audience Test & Learn
Consider what motivates different audiences

And use those motivations to inspire a more persuasive creative.
CUSTOMER/CONSUMER CHANNEL CONTEXT

(ACROSS AGES) (ECOMM) (COVID-19)
M O T I VA T O R MOTIVATOR MOTIVATOR
“I would like to see more product variety” “Price is a very big factor as I start to look “I am more comfortable buying products
out for Mega Sales” with quality & safety”
Theme: Wide selection
Theme: Price and Discounts Theme: Product Quality & Safety
M O T I VA T O R BARRIER M O T I VA T O R
“I am looking forward to treating “Why buy soda online when there’s a store “I care about craft and all natural and
myself at the year end” around the corner?” safe ingredients.”
Theme: Self Care/Gifting Theme: Free Shipping Theme: Natural Ingredients
MOTIVATOR
“I am looking for the latest in skincare”
Theme: New Products

Create for Growth
Consider what motivates different audiences

And use those motivations to inspire a more persuasive creative.
MOTIVATOR BARRIER M O T I VA T O R
“I would like to see more product variety” “Why buy soda online when there’s a store “I care about craft and all
around the corner?” natural ingredients.”
Theme: Wide selection Theme: Free Shipping Theme: Natural Ingredients

Create for Growth
Try running each creative

in a broad environment to
better understand which
offer is effectively reaching
a new audience.
SHIPPING SELECTION SODA NATURAL
Analysis from 27 Facebook Ads Manager global split testing studies (Oct 2018-Nov 2019)
Create for Growth
I LOVE
SODA
Try running each creative THE STORE
IS CLOSE BY
in a broad environment to SODA
I LOVE
better understand which SHIPPING SODA
offer is effectively reaching I LOVE
a new audience. SODA
In 27 pilot cases, this

approach converted I LOVE
QUALITY
different audiences
89%
I LOVE
THIS ONE
FLAVOR
I LOVE
ORGANIC
of the time SELECTION FLAVORS
NATURAL
Analysis from 27 Facebook Ads Manager global split testing studies (Oct 2018-Nov 2019)
Create for Growth
Motivation-led Creative
The fastest growing

advertisers created
11X More creative assets

(45 vs 4)
11X Average variance in ROAs between

top and bottom performing creative1
By testing and optimizing creative, we saw

advertisers gain significant amount (23%)
in terms of cost per incremental buyer2
1) SocialCode FB ecommerce macro data Jan – May 2017

2) Facebook study of over 300 multi-cell conversion lift tests
Create for Growth
Step 1
M O T I VAT I O N - L E D C R E AT I V E
+ BROAD AUDIENCE

Create for Growth
Step 2
+ BROAD AUDIENCE

Create for Growth
Motivation-led Creative Broad Audience Test & Learn TARGET AUDIENCE
AUDIENCE IMPACTED
Testing new creative in a

broad environment allows
PRECISION
us to open up the aperture
and find new consumers and
it can be done efficiently.
While it may yield a lower

response rate to the advertising...
BROAD
The total number of people
impacted could be much greater,
and ultimately more successful.
[June 2018] Reach Matters: Driving Business Results at Scale, Facebook Business (June 18) [External]
Create for Growth
Broad Audience
Recommended Test Set-up Best performing

Setting up a multi cell split or lift test existing creative
with each creative in a separate cell
1 . F O R M AT 5. BUDGET New Creative

Each creative has to be Target to hit at least 100
either video OR static conversions - higher than the
No. 1
usual 50 conversions as due to
2. OBJECTIVE goal of converting new (probably
Conversion objective more expensive) audiences
with Auction buying
6. BIDDING
New Creative
3 . O P T I M I Z AT I O N Automatic Lowest Cost Bid No. 2
Most relevant to campaign
objective that is able to 7. T I M I N G
generate conversions Run ads a minimum of 5 days to
get out of the learning phase but
4 . TA R G E T I N G would recommend 14 days New Creative
Broad targeting recommended, ideally No. 3
only demographic constraints or broad 8. PLACEMENT
Lookalike audience (the more restricted Recommended to use
the audience, the more similar Placement Optimization
Create for Growth
Step 2
+ BROAD AUDIENCE

Create for Growth
Step 3
+ BROAD AUDIENCE

Create for Growth
Test & Learn
Test & Learn

to drive growth
Reaching new customers, efficiently.
Create for Growth
Test & Learn
Test & Learn

to drive growth
Reaching new customers, efficiently.
MEASUREMENTS
OF SUCCESS
Did we creative Did we do so

convert a new efficiently?”
audience?”
Create for Growth
Test & Learn
THE QUICK EXPERIMENT

1 Finding a new audience and implementing
learnings in one round of testing
Growth 3 ways THE CAMPAIGN APPROACH

A few approaches to
finding a new audience,
2 Using a new audience
to inspire a full campaign
we’ll demonstrate #1 here.
THE ALWAYS-ON SYSTEM

3 Creating a persistent approach
for intentional experimentation
Create for Growth
Test & Learn
Miss Mary of Sweden

A single round of Create for Growth experimentation helped to uncover that style focused
creative converts from a much younger audience (women, 25-34) as well as comfort focused
creative converts from women 35-44 which unlocked new target audiences for them
E X I S T I N G C R E AT I V E CONCEPT 1 CONCEPT 2 CONCEPT 3

“I want to improve “Bras are not “Bras are “There is no bra for
my yoga skill” comfortable.” not stylish.” my shape/size.”
Miss Mary GMT, Analysis from Facebook Ads Manager split test [target country GB, 2019]
Create for Growth
Test & Learn
Miss Mary of Sweden

A single round of Create for Growth experimentation helped to uncover that style focused
creative converts from a much younger audience (women, 25-34) as well as comfort focused
creative converts from women 35-44 which unlocked new target audiences for them
EXISTING CREATIVE CONCEPT 1 CONCEPT 2 CONCEPT 3
“I want to improve “Bras are not “Bras are “There is no bra for
my yoga skill” comfortable.” not stylish.” my shape/size.”
NEW AUDIENCE NO NO YES NO
R E ACH 53,308 45,125 25,999 55,118

CPA KR 220.00 KR 523.81 KR 519.48 KR 458.33
Miss Mary GMT, Analysis from Facebook Ads Manager split test [target country GB, 2019]
Create for Growth
Test & Learn Create for Growth
Motivations / Barriers exercise
Run a split/lift test with 3 new creatives + 1 BAU targeting broad
NO Did you convert a different audience? YES
The Path Check Performance Metrics
to Growth
For each creative:
YES Are performance metrics acceptable? NO
Scale the best performing

creative and consider:
-Iterating on the creative treatment Scale the best performing creative
-Try new motivations
-Running a full campaign
Thank you
FOR MORE DETAILS ON ‘BRANDR’,
‘CREATE TO CONVERT’ & ‘CREATE
FOR GROWTH’ MODULES DEVELOPED
BY FACEBOOK CREATIVE SHOP,
PLEASE REACH OUT TO YOUR
FACEBOOK SALES CONTACT.
Boosting sales with mobile-optimized video
ads via Facebook Marketing Partner,
Shuttlerock
The luxury skincare brand partnered with Facebook Marketing Partner,
Shuttlerock, to run a comprehensive campaign of mobile-optimised video
ads for Facebook News Feed, Instagram feed and Stories, and lifted sales by
2.1X.
2.1X 20X 12pt 7.5pt

Increase in overall Increase in online lift in ad recall lift in brand
sales for the sales for the awareness
concentrate concentrate
Adopting a mobile-first strategy, La Mer added to its global campaign assets by

creating a series of localised videos featuring celebrities and lifestyle
influencers, which Shuttlerock helped to optimize for maximum impact. These
videos were short, edited for sound-off viewing and framed for mobile devices.
They captured the attention of audiences instantly and communicated brand
messages right at the beginning of the video.
https://www.facebook.com/business/success/la-mer?ref=search_new_0

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Collaborative Ads –

0.00 0.25 0.50 0.75 1.00 sec

Your audience PROCESS A THOUGHT (2014)

can process more 0.03

than you think 0.00 0.25 0.50 0.75 1.00 sec

PROCESS A THOUGHT FROM AN IMAGE (2014)

0.00 0.25 0.50 0.75 1.00 sec

Value (Discount/ Shop Now

Applying the Creative Best

Creative Best Create for Growth

b. Keep length <15s and main

c. Design for Sound Off

Collaborative Ads b. Format

Sales focused creatives are c. Product

simplest terms and attracts a e. Consumer 3 CTA

b. Keep length <15s and main

c. Design for Sound Off

Creative Best 1 WHAT

Collaborative Ads Date of Sale b. Format

Sales focused creatives are 5 WHERE c. Product

Optimizing your video content creative for mobile

for mobile for better performance.

Capture Attention Quickly Length

Design for Sound Off Framing Play More

Your brand’s visual identity (logo, colors, font and slogan)

It also drives impact. In one 9-pilot study, we found that

Source: Facebook Creative Shop pilot study with 9 clients. 2019

the consistent colors, fonts,

A pilot study with 9 Creative Shop clients

Had a higher lift in

And how you use identity matters

NO IDENTITY WITH IDENTITY NO IDENTITY WITH IDENTITY

Use carousel or collection Ad format

Note: Single image is also

In the collection format, try a mix

Use mixed creatives of static & video

VIDEO VIDEO VIDEO VIDEO

Cell 2 Best Performance

VIDEO VIDEO VIDEO VIDEO

Optimize existing assets into mobile-first

Create mobile-first creatives using templates

Generate creatives for different products at

Leverage influencers to promote products

Vamp Tribe Whalar

Leverage live stream / live shopping to

Value (Discount/ Shop Now

Applying the Creative Best

Creative Best Create for Growth

Friesland Campina Malaysia Mega Sales day Creatives

CTA: Add to cart and/or CTA: Shop Now

Friesland Campina Vietnam Mega Sales day Creatives

Multi Category Creative Examples

Test & Learn: Running different consideration ads in parallel -

Test & Learn: Asking questions vs. Showing promos

Try Purple’s patented system of sleep innovations

Test & Learn: Asking questions & Leveraging Influencers

Value (Discount/ Shop Now

Applying the Creative Best

Creative Best Create for Growth

At a certain point, business

Creative hits a wall.

exhaust that high- A I LOVE