Forward-thinking agencies and advertisers are constantly innovating on our platforms, developing fresh and compelling campaigns that build lasting connections and drive exceptional results. And while each of these is unique, they often use similar approaches to break through.
What are some of the common creative strategies that breakthrough brands are leveraging? To find out, Facebook’s Creative Shop analyzed some of the most effective recent campaigns from around the world on our platforms. This creativity-focused, data-backed examination—part art and part science—revealed six key behaviors with measurable business impacts. Each of these strategies is both enduringly effective and highly relevant right now as agencies and brands navigate the many changes wrought by the COVID-19 pandemic.
Below we briefly explore these six breakthrough creative behaviors, provide an example of each and highlight key learnings for agencies and advertisers. In the full report, Breakthrough Brands 2020: Six Creative Behaviors for Driving Business Impact, we look at the measurable business impact of each strategy, provide more examples and delve deeper into how you can break through.
Table of Contents:
1.Open a dialogue
People come to Facebook’s platforms with the desire to discover, connect and express. Campaigns that cater to these needs by opening a dialogue—by delivering creative that enables people to see, try on and identify with ideas—often drive stronger results.
When developing a campaign, consider how to invite the audience to participate. Can you use platforms like Messenger to build stronger connections through one-to-one interactions? Is it possible to enable people to weigh in on the idea/topic of the campaign through tools like polls?
Facebook’s platforms are the front door of culture, where people see and experience what’s happening around them. Campaigns at the forefront are building ideas and creating artifacts that not only capture the current zeitgeist, but weave into it.
Think about how your campaign can create cultural artifacts. Does the idea lend itself well to meme culture? Can you tap into a community of relevant creators and influencers? Which conversations are people already having that you can naturally participate in?
Facebook’s platforms empower anyone to advocate for a better world, and advertisers are not just able to use their voices for the benefits of others—they’re expected to. Breakthrough campaigns are finding creative ways to address important issues and spark action.
Community lies at the heart of the experience on Facebook’s platforms, with people seeking to deepen connections and share their passions with others. Brands that understand, amplify and astound communities are building lasting bonds.
Think about the daily struggles your audiences face and how you can provide novel solutions. Can you demonstrate an empathetic understanding through community engagement and useful tools? What can you do to show that you’re listening and here to help?
5.Break the mold
People on Facebook’s platforms constantly surprise each other with new ways of expression and connection. Advertisers that break through are creating equally innovative campaigns that challenge assumptions and defy well-established norms.
First, consider the most common clichés in your category. Next, think about how you can challenge and subvert these. Can you portray people in atypical ways? What executional norms can be reinvented? How can you flip expectations so that your campaign feels truly fresh?
6.Push the purpose
Facebook’s platforms are the heart of expression for many. Breakthrough advertisers are finding common ground with people’s personal brands and highlighting how their products and services serve a higher purpose.
Think about how you can play a deeper role in people’s lives. How can your campaign reinforce what makes you different and also serve a greater good? Are there ways to tap into something insightful about your audience and deliver a creative idea that feels personally relevant?
A key thing to note is that these six breakthrough behaviors are not mutually exclusive. In fact, the analysis found the more behaviors advertisers employ, the stronger the business impact.
Given that, consider not just the specific behaviors covered here but also the broader idea each is part of. Ultimately, in order to break through, think about how you can develop an overarching strategy built on understanding the needs of people, supporting these needs with your purpose, bringing ideas to life in innovative ways that show what makes you different and creating a dialogue between you and your communities.
What it means for marketers
Build connections with communities
Communication isn’t one-way for breakthrough advertisers. Work to consistently engage communities, understand the zeitgeist and take action based on what you learn.
Don’t be afraid to take chances
Creative that drives exceptional results is often outside the norm. Seek out ways to astound by delivering innovative creative that enables people to see, touch, try on and identify with ideas.