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The Creative Behaviors of 2020’s Breakthrough Brands

Ahead-thinking businesses and advertisers are continuously innovating on our platforms, creating contemporary and compelling campaigns that construct lasting connections and drive distinctive outcomes. And whereas every of those is exclusive, they typically use related approaches to interrupt by means of.

What are a few of the frequent artistic methods that breakthrough manufacturers are leveraging? To seek out out, Fb’s Inventive Store analyzed a few of the best current campaigns from world wide on our platforms. This creativity-focused, data-backed examination—half artwork and half science—revealed six key behaviors with measurable enterprise impacts. Every of those methods is each enduringly efficient and extremely related proper now as businesses and types navigate the various adjustments wrought by the COVID-19 pandemic.

Under we briefly discover these six breakthrough artistic behaviors, present an instance of every and spotlight key learnings for businesses and advertisers. Within the full report, Breakthrough Manufacturers 2020: Six Inventive Behaviors for Driving Enterprise Influence, we have a look at the measurable enterprise influence of every technique, present extra examples and delve deeper into how one can break by means of.

Table of Contents:

1.Open a dialogue

Individuals come to Fb’s platforms with the need to find, join and categorical. Campaigns that cater to those wants by opening a dialogue—by delivering artistic that permits folks to see, attempt on and determine with concepts—typically drive stronger outcomes.

This progressive marketing campaign from meals model Lay’s took dialogue to the following stage by using Fb’s augmented actuality capabilities. It enabled customers to simply publish selfies, study in regards to the nonprofit Operation Smile, share inspirational tales and categorical help for the trigger.
Ideas for businesses and types:

When creating a marketing campaign, think about invite the viewers to take part. Can you utilize platforms like Messenger to construct stronger connections by means of one-to-one interactions? Is it potential to allow folks to weigh in on the concept/matter of the marketing campaign by means of instruments like polls?

2.Domesticate tradition

Fb’s platforms are the entrance door of tradition, the place folks see and expertise what’s taking place round them. Campaigns on the forefront are constructing concepts and creating artifacts that not solely seize the present zeitgeist, however weave into it.

This progressive interactive marketing campaign from beverage model Fanta didn’t simply purchase the rights to widespread music. As a substitute, it offered shoppers with the instruments they wanted to put in writing their very own hits, turning the viewers into energetic creators of tradition fairly than passive listeners.
Ideas for businesses and types:

Take into consideration how your marketing campaign can create cultural artifacts. Does the concept lend itself properly to meme tradition? Are you able to faucet right into a neighborhood of related creators and influencers? Which conversations are folks already having that you would be able to naturally take part in?

3.Serve others

Fb’s platforms empower anybody to advocate for a greater world, and advertisers will not be simply ready to make use of their voices for the advantages of others—they’re anticipated to. Breakthrough campaigns are discovering artistic methods to deal with essential points and spark motion.

Nonprofit World Wildlife Fund (WWF) used haunting visuals on this thought-provoking interactive Halloween-themed marketing campaign to focus on the tales of those that can’t converse for themselves, such because the critically endangered northern white rhinoceros.
Ideas for businesses and types:
As you are creating your marketing campaign, think about which points matter to your viewers that you would be able to authentically champion. Then discover methods to creatively spotlight these causes and advocate for change. Can you utilize approaches like AR and VR to have interaction folks and compel motion?

4.Astound communities

Neighborhood lies on the coronary heart of the expertise on Fb’s platforms, with folks in search of to deepen connections and share their passions with others. Manufacturers that perceive, amplify and astound communities are constructing lasting bonds.

By taking the time to grasp the challenges going through its neighborhood, journey model Goibibo was capable of uncover urgent wants—akin to struggles for single {couples} with discovering couple-friendly rooms in India. It then developed an unconventional multiformat, multiplatform marketing campaign advocating for actual change.
Ideas for businesses and types:

Take into consideration the day by day struggles your audiences face and how one can present novel options. Are you able to exhibit an empathetic understanding by means of neighborhood engagement and helpful instruments? What are you able to do to point out that you just’re listening and right here to assist?

5.Break the mould

Individuals on Fb’s platforms continuously shock one another with new methods of expression and connection. Advertisers that break by means of are creating equally progressive campaigns that problem assumptions and defy well-established norms.

Auto model Ford broke by means of by difficult long-held business stereotypes about gender with this boundary-pushing, adrenaline-pumping marketing campaign. This method not solely engaged audiences and sparked pleasure, but additionally constructed stronger and deeper connections.
Ideas for businesses and types:

First, think about the most typical clichés in your class. Subsequent, take into consideration how one can problem and subvert these. Are you able to painting folks in atypical methods? What executional norms will be reinvented? How are you going to flip expectations in order that your marketing campaign feels really contemporary?

6.Push the aim

Fb’s platforms are the guts of expression for a lot of. Breakthrough advertisers are discovering frequent floor with folks’s private manufacturers and highlighting how their services serve a better function.

Female merchandise model Stayfree constructed sturdy connections with this good and supportive effort. The marketing campaign not solely highlighted frequent challenges going through its neighborhood, but additionally served a better function by using Fb’s platforms to offer a protected house for dialog.
Ideas for businesses and types:

Take into consideration how one can play a deeper position in folks’s lives. How can your marketing campaign reinforce what makes you completely different and in addition serve a better good? Are there methods to faucet into one thing insightful about your viewers and ship a artistic concept that feels personally related?


A key factor to notice is that these six breakthrough behaviors will not be mutually unique. In truth, the evaluation discovered the extra behaviors advertisers make use of, the stronger the enterprise influence.

On condition that, think about not simply the particular behaviors lined right here but additionally the broader concept every is a part of. Finally, as a way to break by means of, take into consideration how one can develop an overarching technique constructed on understanding the wants of individuals, supporting these wants along with your function, bringing concepts to life in progressive ways in which present what makes you completely different and making a dialogue between you and your communities.

What it means for entrepreneurs

  1. Construct connections with communities

    Communication is not one-way for breakthrough advertisers. Work to persistently have interaction communities, perceive the zeitgeist and take motion primarily based on what you study.

  2. Do not be afraid to take probabilities

    Inventive that drives distinctive outcomes is commonly outdoors the norm. Hunt down methods to astound by delivering progressive artistic that permits folks to see, contact, attempt on and determine with concepts.

  3. Have a better function

    Individuals more and more anticipate manufacturers to make use of their voices for the advantage of others. Discover genuine methods to deal with essential points and spark motion.


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