Cannes Lions
FACEBOOK, San Francisco / FACEBOOK / 2015
Awards:
Overview
Entries
Credits
Description
This branded content campaign ran in the UK and Canada. The regulations imposed by TV stations, broadcasting, companies and other regulating bodies weren’t as significant as the technical limitations associated with the content they govern. Our goal was to create a highly shareable branded content campaign, so it had to live online.
Execution
These videos were posted as content on the Facebook's brand page, and then shared in people's News Feeds as promoted posts. The place where people need to hear from Facebook about how to use the platform.
Outcome
This campaign reached 58M people in the US and Canada, and the videos were viewed over 18M times. There was a strong response from the community: 26k shares, 194k likes, and 12k comments. People thanked Facebook for taking the time to offer help. Many commenters noted that they appreciated the tone, voice, and sense of humor.
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