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.
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.
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.
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.
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.
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.
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.
To see more examples of creative at the forefront of Facebook's platforms and to explore the business impact of these strategies in-depth, check out the full report: Six Creative Behaviors for Driving Business Impact
Interested in becoming part of our Facebook Marketing Partners for Creative community? Learn more here.
Communication isn't one-way for breakthrough advertisers. Work to consistently engage communities, understand the zeitgeist and take action based on what you learn.
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.
People increasingly expect brands to use their voices for the benefit of others. Find authentic ways to address important issues and spark action.