Social Network Holiday Advertising

Part
01
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Part
01

Holiday Marketing Strategies - Facebook

Facebook launched its first billboard ads promoting the Messenger app in Chicago and Los Angeles in 2014. In 2015, the company had bought mass media ads in Australia and Canada.

Company Snapshot

  • With $55.84 billion, Facebook reported an increase of around 37% in its revenue by the end of 2018 as compared to 2017.
  • The company's ad revenue increased by 38% in 2018 as compared to 2017 to $55.01 billion.
  • According to a 2017 Fortune article, Facebook had reported that 98% of its quarterly revenue came from advertising, up from 97% a year earlier and 84% in 2012.
  • The average number of its daily active users (DAUs) were 1.52 billion for December 2018, an increase of 9% as compared to December 2017.
  • With 241 million users, India is currently the largest market for Facebook.
  • The average ad revenue Facebook derives from each user of its services, including Instagram and WhatsApp, each quarter is as follows: In the Q42017, these numbers were $26.26 in the US and Canada, $8.71 in Europe, and $2.52 in Asia-Pacific.

Ad campaigns by Facebook to promote itself

  • Facebook had launched an ad campaign in the US that was developed by the company’s in-house creative team and tested in Chicago in March 2018.
  • The outdoor ads on bus stops featured slogans such as "Spam is not your friends", "False news is not your friends", "Clickbait is not your friends".
  • Facebook had advertised on TV to promote its Facebook Live video feature in 2016 and a 2014 TV spot called Chairs are like Facebook.
  • Facebook partnered with WPP for launching an ad campaign called "Live what you love" in India. The objective of the campaign was to drive adoption of Facebook Groups, Pages and Events in India

Partnerships with media agencies

  • According to Drum, Facebook has restructured its agency model.
  • The company would continue to work with Wieden + Kennedy, but has newly partnered with Publicis’ Leo Burnett, and has hired Omnicom's BBDO, WPP's Ogilvy, and Accenture's Droga5.
  • Creative X, Facebook’s in-house team will focus on the events, experiences, websites and social posts on the platform.
  • Droga5, part of Accenture Interactive, will focus on the company’s "corporate narrative".
  • Wieden + Kennedy, the agency behind Facebook's 'More Together' campaign will continue developing global creative for the social network.
  • Publicis’ Leo Burnett is expected to take lead on the separate app Messenger.

Research strategy

We referred to marketing magazines such as Adage and Adweek for the requested information on Facebook's holiday marketing strategies, but in vain. Both these articles dated back to 2014 and 2016, respectively. Besides, both these sources provided information on ad campaigns, in general and not specific to holidays (i.e. Christmas and New Year).

As an alternative research strategy, we scoured the website of Ads of the World, which is the largest advertising archive globally, to check if they have listed any holiday ad campaign on Facebook that would depict the company's holiday marketing strategies. However, this research strategy also proved futile because the website did not list any such advertisement that promote/market Facebook rather it provided information on ads of other products that were featured on the social networking platform.
We also checked for the requested information on the press releases of media agencies such as WPP with the hopes of finding any partnership between Facebook and the media agency. This is how we came across an article on Your Story that said Facebook partnered with WPP for launching an ad campaign called "Live what you love" in India. Although the objective of the campaign was to drive adoption of Facebook Groups, Pages and Events in India, we have captured the screenshots of the creatives of the campaign in the provided document.

In addition to the above research strategies, we also referred to the latest annual report with the hopes of finding preexisting information on the holiday marketing strategies of the company but in vain. As a last resort we scoured Facebook's official page on the platform itself with the hopes of finding posts on holiday ad campaigns by the social networking giant. This is how we came across the ad of Portal from Facebook that was posted in October 2018. We further corroborated the findings of this research strategy by referring to iSpot.TV. However, this research strategy was fruitful only in terms of providing information on the number of national airings, ad spend of the TV commercial. Consequently, we have entered NA in each of the rows starting 3 to 8 of column C of the attached spreadsheet because the information was neither publicly available nor could it be triangulated with the help of the above-mentioned strategies.
Part
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Part
02

Holiday Marketing Strategies - Instagram

The holiday marketing strategies of Instagram include; promotion of IGTV, getting festive with the music sticker, Christmas UGC competitions, launching a ’12 days of Christmas’ Instagram campaign, running festive quizzes, raising the holiday spirit by collaborating with a local business or charity and running Instagram ads alongside other findings we've provided in the attached spreadsheet.

1. INSTAGRAM HOLIDAY ADVERTISING STRATEGY

PROMOTION OF IGTV

GETTING FESTIVE WITH THE MUSIC STICKER

CHRISTMAS UGC COMPETITIONS

LAUNCHING A ’12 DAYS OF CHRISTMAS’ INSTAGRAM CAMPAIGN

RUNNING FESTIVE QUIZES

  • Instagram poses questions and encourages its audience to take part in quizzes to test their understanding about various vehicle products during a major brand case or holiday.

RAISING THE HOLIDAY SPIRIT BY COLLABORATING WITH A LOCAL BUSINESS OR CHARITY

RUNNING INSTAGRAM ADS

2. CREATIVE MESSAGING

3. CREATIVE IMAGES

4. PARTNERSHIPS

5. ADVERTISING FOCUS

RESEARCH STRATEGY

We began our research by searching through Instagram's official website to obtain a comprehensive analysis and examples of Instagram holiday marketing strategies (Christmas and New Year) for past two holiday seasons and/or upcoming season. Since Instagram requires for personal or business accounts which are private, we were unable to find pre-compiled data on the information in their website.
The research team went further to search for reputable social media blogs such as Sked Social, social media marketing resource such as SocialMediaExaminer and Xeim and news articles such as AdWeek. After thoroughly combing through these sources, we were able to find pre-compiled information on Instagram holiday marketing strategies (Christmas and New Year) for past two holiday seasons and/or upcoming season which we listed as our findings in the above section.



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Part
03

Holiday Marketing Strategies - Snapchat

According to iSpot.tv, Snapchat has had only one commercial airing on TV in the past 30 days and earned an airing rank of #3,730.

The link to the spreadsheet is here.

Snapchat's Friendship Campaign

  • As per iSpot.tv, Snapchat has had only one commercial airing on TV in the past 30 days and earned an airing rank of #3,730.
  • Snapchat's first global campaign is all about celebrating friendships, the importance of friendships, and the role friendship plays candidly in the platform.
  • Chief marketing officer of Snapchat Kenny Mitchell said in an interview, "Our platform is a response to some of the challenges of social media. It became a bit of an escape from social media, where people can really be themselves".
  • Snapchat cast a wide net of more than 1,000 Snapchat users to find the duos for the campaign and then narrowed it down based on each pair’s story along with criteria that included a diversity of location and diversity of backstory.
  • Snapchat placed quotes about friendship from famous figures such as Marilyn Monroe, Mahatma Gandhi, Joan Jett, and Aristotle in various print and digital media channels.
  • Snapchat is also trying to invade Instagram by partnering with dozens of “quotefluencers,” who will take over popular hashtags like #realfriends and #friendshipquotes with posts that feature Snap yellow along with a quote about friendship and a photo of the Snap ghost so that the hashtags are flooded in Snap yellow.

RESEARCH STRATEGY

In order to identify holiday marketing strategies of Snapchat, we commenced our research by checking Snapchat's official website along with annual and investor reports, company blogs, and all other publicly available company resources. While the report only provided statistics and financial, the remaining sources focused on product updates at the time of holiday season and no information was found pertaining to their advertising or marketing strategy during the holiday season.

We shifted our focus to social media profiles of Snapchat on channels such as YouTube and Twitter. The idea was to triangulate the required data by studying the content posted around the holiday season in the past 24 months. All the ads posted on these channels focused on new features introduced on the platform and the advertisement strategy focusing on holiday season could not be identified through this strategy. We also skimmed through the company's profile on iSpot.Tv as the platform collects all TV ads by the brand. Again, no ads were designed to target audience specifically during the holidays.

Finally, we broadened the scope and looked for case studies, articles, and journals identifying marketing strategies adopted by Snapchat. We examined various media and marketing websites such as Adweek, Marketingdive, Forbes, and many others. The idea was to look for marketing strategies that were launched irrespective of time or month of the year but were particularly effective to attract audiences in holiday seasons. We only found that Snapchat launched its first (and the only one till date) advertising campaign in July 2019 and the same series of advertisements are being used currently.
Part
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Part
04

Holiday Marketing Strategies - Twitter

#HolidayIsHappening is the only marketing campaign of Twitter focusing on clients to advertise during holiday seasons such as Christmas, New Year's Eve, and Thanksgiving, etc. in the months of November and December.

The link to the spreadsheet is here.

Holiday Advertising Strategy

  • #HolidayIsHappening is the marketing campaign of Twitter focusing on clients to advertise during holiday seasons such as Christmas, New Year's Eve, and Thanksgiving, etc. in the months of November and December.
  • It was launched in 2017 and was awarded The Drum B2B Award 2018 for the Best innovative B2B marketing campaign.
  • #HolidayIsHappening campaign is featured with chatbots and Cheddar — new desks to promote holiday season awareness among clients.
  • In 2018, Twitter UK launched a Christmas film focusing advertisers during Christmas season, quoting John Lewis brand as an example.

Creative Messaging

  • "#HolidayIsHappening" is the messaging of Twitter for attracting clients to promote their products during the holiday season.

Creative Images

  • The link to creative images is here.

Partnerships

  • Twitter partnered with Brandwatch and Cheddar for promoting #HolidayIsHappening campaign. By partnering with Brandwatch, Twitter calculated the purchase intent based on holiday-related Tweets. By partnering with Cheddar, Twitter offered new desks on Cheddar with moment insights which aired the list of 'holiday happenings' on Twitter.

Advertising Focus

  • #HolidayIsHappening campaign is focused on products segments such as fashion, entertainment, gadgets and toys, food and drinks, and automobiles.

Additional Insights

  • In 2018, Twitter invested USD78.1 million in advertising no further segmentation on Holiday season Advertising.
  • Twitter last advertisement was focused on products of Twitter i.e., Gaming on Twitter aired on August 2018.

RESEARCH STRATEGY

During our initial search, we discovered that, in 2017, Twitter launched its holiday marketing campaign "#HolidayIsHappening" to attract clients to advertise during holiday seasons such as Christmas and New Year. This campaign was awarded The Drum B2B Award 2018 for the Best innovative B2B marketing campaign. This proved that Twitter is more concerned about giving tips/guidelines to advertisers on Tweeting during holiday seasons rather than marketing about holiday seasons with creative messaging.

Later, we examined the social media profiles of Twitter on channels such as YouTube, Facebook, Instagram, and others. The idea was to triangulate the required data by studying the content posted around the holiday season in the past 24 months. Most of the ads posted on these channels focused on new features introduced on the platform and we could locate only one Christmas ad film of Twitter UK.

We also looked into the company's profile on iSpot.tv as the platform collects all TV ads by the brand. Again, no ads were designed to target audience specifically in holidays. We then looked for case studies, articles, and journals identifying marketing strategies adopted by Twitter. We checked sources such as adage, Media Radar, Statista, Marketingdive, Forbes, and many others. The idea was to look for marketing strategies that were launched irrespective of time or month of the year but were particularly effective to attract audiences in holiday seasons. But, we could not locate details specific to holiday marketing strategies of Twitter.

After conducting all the above research strategies, it is concluded that #HolidayIsHappening is the only marketing campaign and Twitter UK Christmas film is only a video commercial targeting clients for holiday season marketing till date.
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Part
05

Holiday Marketing Strategies - Hulu

The holiday marketing strategies of Hulu include brand promotion and raising awareness of its huge video library content through print ads, along with advertising about the company's latest streaming series and blockbuster holiday seasons special movies through social media (Instagram, Twitter), TV commercials, YouTube videos, and others forums. Below is an overview of the findings we've provided in the attached spreadsheet.

HULU HOLIDAY ADVERTISING STRATEGY

CREATIVE MESSAGING

CREATIVE IMAGES

PARTNERSHIPS

  • In 2018, to advertise its Hulu’s 10 holiday scenics such as “Puppies Crash Christmas,” “A Sap Story” and “The Snowman,” Hulu partnered with American Library Association (ALA) to make it a charity donation with up to a total donation of $100,000. Also, Hulu created two new holiday scenics, including Library Cheer, to celebrate the partnership.

ADVERTISING FOCUS

RESEARCH STRATEGY:

To obtain a comprehensive analysis and examples of Hulu holiday marketing strategies (Christmas and New Year) for past two holiday seasons and/or upcoming season, we searched through the company's official website and searched through their sections on promotion, ads, partnerships, offers, and others along with researching through their relevant news articles from credible sources such as Ad Age, Digiday, Adweek, iSpot.tv and others along with analyzing the company's social media pages (Twitter, YouTube, Instagram).

Through the search, we found the details on Hulu's holiday advertising promotions for Christmas and New year seasons wherein the company utilized an integrated advertising approach and promoted on multiple forums such as social media, print ads, TV commercials, YouTube, ASMR videos, and others wherein the focus was found to raise brand awareness, improve the visibility of their huge movie library content, and to promote their latest holiday season new streaming series and blockbuster movie collections on New Year's and Christmas holidays.
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Part
06

Holiday Marketing Strategies - Netflix

Netflix had become the new destination for Christmas movies such as The Christmas Chronicles and Bird Box that were launched during holiday season with the intention to create more and more content that was enough to appeal to massive subscribers. Detailed information about social network advertising is presented in the spreadsheet attached.

HOLIDAY ADVERTISING STRATEGY

  • Netflix has started airing its TV movies for Thanksgiving Day to fully get into the Christmas spirit.
  • Netflix has planned to target the same audience as its two biggest Christmas competitors such as Hallmark and Lifetime. The company is attempting to lure them away by using different tactics.
  • In 2018, Netflix ran a 30-second television commercial called "The Christmas Chronicles," which featured a trailer for the Netflix original movie, "The Christmas Chronicles."
  • The Christmas Chronicles was the standout for Netflix, as their three other Christmas-related movies followed the standard tropes and demands of the format Hallmark has perfected over the years.
  • By 2018, Netflix had eventually become the new destination for Christmas movies.
  • Netflix Marketing strategy for holiday season was to create more and more content that was enough to appeal to massive subscribers. This in turn leads them to create more new content with Netflix.
  • In 2019, Netflix launched another series, 'Bird Box' with some marketing strategy during holiday season because kids get out of school for winter break, people go home to spend time with family from Christmas to New Year’s, and with a lot of free time on peoples’ hands.

CREATIVE MESSAGING

  • During the holiday season, Netflix launched a series, A Christmas Prince and that was a huge success.
  • Netflix has modernized the holiday programming with full boasting. The company has encouraged the viewers to watch the series by influencing them with some messages like, "feel all the feels" or "feeling more like a witch," so feel free to invite the naughty side to this party.
  • During Christmas period, Netflix said in its release announcing its holiday line-up: Step aside jovial commercials and overdone store windows.
  • The Netflix movie, The Christmas Chronicles, was debuted on the streaming service on Thanksgiving Day.
  • Ted Sarandos, Netflix's chief content officer revealed that Netflix subscribers watched the movie more than 20 million times, that is, two and a half times the population of every man, woman, and child in New York City.

CREATIVE IMAGES:

PARTNERSHIPS

  • On the reality TV front, Netflix has done partnership with Channel 4’s “The Great British Baking Show” that was aired during the holiday season doing Christmas specials.

ADVERTISING FOCUS

  • The company advertised on multiple forums like social media such as Facebook, Twitter and YouTube,TV commercials and has for advertisement of its "The Christmas Chronicles", the holiday specific new episodes and streaming.
  • In 2018, Netflix managed 24 versions for its 2018 fantasy adventure "The Christmas Chronicles." The strategy behind this was that dubbing brings one closer to who the characters are, and it aligns itself with subtitling.

Additional findings:

  • In 2019, Netflix currently has more than 125 million subscribers who pay to use its services, and 7.4 million of these were added within the first three months of this year.
  • US consumers have the highest current online video subscriptions (36%), followed by Brazil (29%) for the holiday season and are more likely to consider subscribing to more than one service. Nearly half the Brazilians (44%) and almost a quarter the Americans (24%) surveyed are planning to sign up for Netflix.

RESEARCH STRATEGY

To find what Netflix is doing regarding marketing during Christmas and New Year, we started the research by looking at the holiday marketing strategies of Netflix across the company website, blogs, and advertising websites. These resources provided information about Christmas Prince, The Christmas Chronicles, and Bird Box that was launched by Netflix during holiday season. In order to find out if any advertisement has been posted specifically for the holiday season, we searched through TV Commercials and the research team found that Netflix TV Commercial aired on ispotTV with 'The Christmas Chronicles'. Information from these resources suggest that Netflix has become the new destination for Christmas movies and it is continuously creating more content to appeal to massive subscribers as its marketing strategy for the holiday season.


Part
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Part
07

Holiday Marketing Strategies - YouTube

Over 90% of shoppers state that they discovered new brands and products through YouTube. Around 40% of shoppers globally claim that they have bought products they discovered on YouTube. This is according to the Google Holiday Retail Playbook 2019. Even after conducting an in-depth search, your research team was unable to identify the holiday marketing strategies of YouTube, their overall holiday marketing strategy, creative messaging, creative images, partnerships, and advertising focus due to lack of publicly available information.

YOUTUBE ADVERTISEMENTS

  • YouTube had 20 nationally aired TV ad campaigns, as a Super Bowl advertiser.
  • YouTube TV had 62 nationally aired TV ad campaigns, as a Super Bowl advertiser.
  • YouTube Music commercials were focused on the trending songs and entertainment ads.

YOUTUBE WEBSITE TRAFFIC OVERVIEW

  • Around 19.94% of the website traffic is from Search, and 3.5% of traffic is from Social Media Platforms, where Facebook accounts for 63.98%, Twitter accounts for 9.26%, Reddit accounts for 9.16%, VKontakte accounts for 8.98%, while Instagram accounts for 2.51%.
  • About 0.11% of traffic is from Display Ads, with the Top Ad Networks being PopAds, Google Display Network, Pop Cash, Skimlinks, MGID and others.

YOUTUBE AD REVENUES

  • YouTube earns 45% of the ad revenues on all creator videos, some established creators can earn advertising revenues at a much higher rate through the elusive Google Preferred program, which entices advertisers to place ads on high-performing videos.
  • YouTube’s net video ad revenues is expected to reach $3.36 billion in 2018.

OTHER INSIGHTS ON YOUTUBE MARKETING

  • YouTubers in the Google Preferred program have a significantly higher cost per mile (CPM) than general creators on YouTube.
  • TrueView ads are most commonly seen on YouTube and are skippable. An advertiser only pays YouTube when viewers watch the ad for at least 30 seconds or interact.
  • Bumper ads are 6-second long that play quickly before a video begins and are used for brand awareness or paired with other types of YouTube ads, targeting the same viewers to reintroduce your brand and message.
  • The digital video ads is on the rise and highlights both their effectiveness and the consumer shift from linear (traditional) TV to OTT services.

Research Strategy:

To identify the holiday marketing strategies of YouTube, we started scoring the industry reports and media publications that generally highlight the marketing strategies, advertising campaigns for various companies. We looked through Forbes, Inc, eMarketer, Adweek, AdAge, and Marketing Land among others. We were unable to locate any information publicly or behind a paid wall that highlighted the holiday marketing strategies of YouTube as most of the reports were focused on YouTube Ad Revenues, YouTube Video Ad Revenues, Ad Revenue, per User, YouTube Gross Ad Revenues, per YouTube Viewer, YouTube Net Ad Revenues, per YouTube Viewer, YouTube Viewers, and YouTube demographics. We also looked for case studies on the holiday marketing strategies of YouTube from HBR, UPenn, Stanford among others, but this also did not yield any fruitful results.

Your research team later went on to try identifying the information through triangulation. For this, we looked for the marketing strategies of YouTube in general. The idea here was to see if they have a common strategy for the whole year or any specific mention of any holiday is there like Christmas, New Year, Thanksgiving among others. We looked through sources like Business of Apps, and Animator among others. This strategy also failed to yield any results as all the data was focused on how other companies can use YouTube to engage customers and market themselves rather than how YouTube markets their platform. Therefore, this strategy also proved futile.

We later tried another approach to identify the information through triangulation, for this we scoured for the digital usage and statistics of YouTube, YouTube TV and Youtube Music from iSpot TV, Similar web, Statista, official page on Facebook, Twitter and other social media platforms. The idea here was to see if they have posted or shared ads that promote the YouTube platform. Although we found multiple campaigns from the above sources as these sources compiled the advertisement aired for the brands, no source highlighted the holiday marketing of YouTube. All the sources were focused on Superball, MLB, NBA, and other company advertisements and their promotions. Hence, this strategy also failed to provide the desired results.

We later moved to identify the information by identifying alternate data points to triangulate the information. For this, we looked for the holiday marketing strategies of Google, as Google is the parent organization of YouTube. For this we scoured their annual report, SEC filings, service reports from Google like the Holiday Retail Playbook 2019 but these reports also highlighted how other companies can profit from advertising on YouTube and not how YouTube promotes themselves or their platform. Therefore, this strategy also did not yield any desired results.

Finally, we tried another approach and looked for the Media Spend, Ad spend of YouTube, or of Google and Youtube’s share in it. For this we dived into Forbes, marketing dive, SEC filings, Statista, HubSpot among others. The idea for you check the breakdown of the media/ad spend to identify the strategy or tools used by the company to market themselves during the holidays. We were unable to identify the media spend for YouTube or the breakdown of the spend for YouTube or Google, hence this strategy failed to yield any results.

The information requested is not available publicly probably due to the competitive business landscape and the confidential nature of strategies. This can also be because Alphabet Inc. does not report YouTube revenue as a separate category, though a number of analysts believe it will start to do that in the near future.
Part
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Part
08

Holiday Marketing Strategies - Campaigns

Two case studies of holiday campaigns from Facebook, Instagram, Snapchat, Twitter, Hulu, Netflix, or YouTube include giveaway contests on Instagram and Facebook's holiday seasons insights tool.

GIVEAWAY CONTESTS


FACEBOOK'S HOLIDAY SEASON INSIGHTS TOOL


RESEARCH STRATEGY

We began our research by looking into the official websites of Facebook, Instagram, Snapchat, Twitter, Hulu, Netflix and YouTube. Since Facebook, Instagram, Twitter and Snapchat run on personal or business accounts, which are private, we were unable to gather case studies of holiday campaigns as they are not publicly available on their official websites. As for Twitter, Hulu, Netflix, and Youtube, their websites had information on promotion deals, discounted offers and brand competitions rather than the required case studies of holiday campaigns.

The research team went further and searched for reputable social media blogs such as ShortStack and social media industry journals such as SocialMediaToday and FacebookIQ Blog which is managed by official Facebook. After combing through these sources, we were able to identify case examples by Instagram and Facebook which have been put to work and have proven successful.



Sources
Sources

From Part 01
Quotes
  • "Facebook wants to drive adoption of Groups, Pages and Events. Its advertising hoardings will be seen in Mumbai, Delhi, Bengaluru and Hyderabad."
  • "starting February, Facebook has been playing ads on Indian television and running them on newspapers too. The social networking giant is also advertising on prominent billboards across some cities. "
  • "India, which is its largest market with 241 million users."
  • "Sources tell YourStory that the recent ads are a part of Facebook’s India campaign to push Groups, Pages and Events. The first set of communication in India, taglined ‘Live What You Love’ is about Facebook Groups which urges the audience to seek like-minded people by joining more groups."
  • "A ‘Live What You Love’ ad posted on the official Facebook page on YouTube has garnered 11 million views and counting."
  • "One of the full-page print ads reads: “Whether you’re into laughter yoga, filmmaking or baking, you’ll always find someone that loves what you love with Facebook Groups. Just search for the Groups that interest you and click ‘Join’ to connect with like-minded people around the world.” ‘Join Groups’ is the call to action."
  • "The billboard ads have been most prominent so far. YourStory has learnt that WPP-owned advertising agency Kinect India has executed the Out-of-Home (OOH) campaign for Facebook. A source at Kinect tells YourStory, “It is a Rs 5-crore campaign for Groups, Pages and Events. We are running billboards in four cities — Mumbai, Delhi, Bengaluru and Hyderabad — for now. The first set are on Groups. Events and Pages communication will be out soon."
Quotes
  • "According to Nielsen, the company has already paid out more than £6m for advertisements through traditional media in 2015, compared to a meager £16,000 spent by the company in the country last year. Though, such an amount is negligible considering Facebook Inc (NASDAQ:FB)’s yearly revenues of about £12.4 billion, but the move reflects a significant turn-around in the company’s method of advertising, says the report. In 2012-2014, the social networking company spent about $135 million on global advertisements, as reported by company’s financial statements for 2014. Furthermore, the social networking company introduced its first billboard ads endorsing the Messenger app in Los Angeles and Chicago in 2014. This year, the company is also purchasing mass media ads in Canada and Australia, says the FT report."
  • "According to Shaun Gregory, CEO of Exertion media, Facebook Inc (NASDAQ:FB) is spending tons of money on third-party advertising because mass media plays a critical role in establishing a brand and developing trust with consumers. He also presumed that the company will come out as “one of the major advertisers in the next few years.” Before this, Facebook Inc (NASDAQ:FB) chose word of mouth to promote its products and services. Moreover, as claimed by the Silk Media consultant, keeping in mind that the social networking firm has long tried to convince marketers that its platform is more proficient in promoting services, Facebook’s choice of traditional media to sponsor itself seems a bit surprising."
Quotes
  • "The US ad campaign was developed by Facebook’s in-house creative team and tested in Chicago in March. The outdoor ads on bus stops feature slogans like “Spam is not your friends,” “False news is not your friends,” “Clickbait is not your friends,” in a sparse, unsophisticated font."
  • "Facebook has advertised on TV before, to promote its Facebook Live video feature in 2016 and a bizarre 2014 TV spot that compared Facebook to chairs."
  • "The 60-second spot may be a bid to win back consumer trust, but it’s not an apology. The ad frames issues like “fake news” and “data misuse” as assaults that somehow “happened,” but doesn’t address Facebook’s responsibility. Then, Facebook reassures users that it will do better job of protecting user privacy “from now on.”"
  • "“We came here for the friends,” the TV voiceover begins, emphasizing that Facebook is about connecting and making people feel less alone. “But then something happened. We had to deal with spam, clickbait, fake news, and data misuse. That’s going to change. From now on, Facebook will do more to keep you safe and protect your privacy.”"
Quotes
  • "Facebook has restructured its agency model, adopting a broad spread of top global agencies from ad land to lead each of its apps. Ahead of the Cannes Lions Festival, the tech giant announced that it would continue to work with indie agency Wieden + Kennedy, but has expanded its partnership with Publicis’ Leo Burnett, and has hired WPP's Ogilvy, Omnicom's BBDO, and Accenture's Droga5 at a time when many of the world’s top brands are streamlining their agency rosters."
  • "The mothership Facebook account will stay with longtime partner Wieden + Kennedy, the agency behind Facebook's 'More Together' campaign. W+K will continue developing global creative for the social network. Publicis’ Leo Burnett, however, takes on an expanded partnership and has been rewarded the lead on separate app Messenger. Facebook cited the agency’s "strategic strength and creative leadership" as the perfect tools to tackle Messengers' issues around privacy and interoperability."
  • "Elsewhere, Ogilvy is to be Instagram’s first creative agency of record."
  • "Droga5, part of Accenture Interactive, will take the lead on Facebook’s "corporate narrative". The recently-acquired agency said it was an "exciting opportunity" to take up “at an important time in [its] company journey”. Of course, Droga5 now also has a lot to prove, having been acquired by Accenture Interactive earlier this year. And finally, Facebook’s in-house team Creative X is to focus on “on-platform, events, experiences, websites and social posts""
Quotes
  • "Facebook faces certain regulation in the European Union in May and the potential for U.S. regulation due to the Cambridge Analytica scandal."
  • "While Facebook makes the most revenue per user in the U.S. and Europe, it has more room for growth in other parts of the world, and as social media business critics have long contended, ‘the customer is the product.’"
  • "It's North American daily average users declined for the first time in the fourth quarter, and its revenue per user around the world today looks much like its U.S. revenue data did back when the company went public."
  • "The average ad revenue Facebook gets from each user of its services, including Instagram and WhatsApp, each quarter. In the fourth quarter of 2017, those numbers were $26.26 in the United States and Canada, $8.71 in Europe, $2.52 in Asia-Pacific, and sub-$2 in the catch-all category called rest of the world, according to its publicly reported earnings report."
Quotes
  • "That's the result of an ongoing and open-ended campaign dubbed "Where will your friends take you?" that kicked off in the U.S. in January. (It began running in the U.K., Canada, Australia and New Zealand a month earlier.) With the exception of a TV spot that aired on Mothers Day, the broadly-targeted campaign is limited to Facebook as a medium. Comprised of videos and static photo posts that are "sponsored" in users' news feeds, the ads are various takes on the theme of friendship."
Quotes
  • "Revenue was $55.84 billion , up 37% year-over-year, and ad revenue was $55.01 billion , up 38% year-over-year"
Quotes
  • "Facebook reported on Wednesday that 98% of its quarterly revenue came from advertising, up from 97% a year earlier and 84% in 2012."
From Part 04
Quotes
  • "Insights include anything from most discussed gifts, to most talked about brands of the week and top tweeted emoijs and hashtags, but also what recipes are people are exchanging for Thanksgiving or Christmas dinner."
  • "Twitter has partnered with Brandwatch and Cheddar to provide real-time holiday insights throughout the months of November and December."
  • "The #HolidayIsHappening effort allows marketers to discover what’s trending on Twitter and offer actionable insights into the season’s leading topics."
Quotes
  • "Last year, the likes of MRM McCann, Samsung, Duncan Channon and Twitter took home the coveted Drum gong. Here, The Drum takes a look back on these innovative campaigns."
From Part 08
Quotes
  • "A giveaway contest or sweepstakes is the perfect type of campaign if you want an easy-to-enter contest without requiring folks to create content of their own."
Quotes
  • "It may not feel like the holiday season is getting close, but now is the time to start planning your Christmas marketing campaigns, to ensure that you tap into all the key dates and events, and maximize your outreach performance."
Quotes
  • "Think Christmas is all about tradition? Think again. From the introduction of Christmas trees in Britain in the 1840s to the rise and decline of family TV watching over the past half-century, people are constantly changing the way they celebrate the winter holiday."