Cannes Lions

Moments.OS

FACEBOOK CREATIVE SHOP, New York / FACEBOOK / 2016

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Overview

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Credits

Overview

Description

We set out to build a system that generates audiences of people, based on the everyday moments THEY are facing in their lives. And then deliver them content designed for the moment, at precisely the right time. This was the advent of Moments.OS.

With people sharing and consuming content for close to 3 hours a day on Facebook & Instagram, each moment generates data signals that can trigger the right message, to the right person, at the time it would be most useful, poignant or welcome in their feed.

We combined proprietary Facebook/Instagram data (i.e. how old you are, where you live, your favorite teams, your relationship status, how frequency you travel, what device you use, etc.) and paired that with third party partner data (Axion/Personix/others) and first party client data (i.e. a custom audience of high-value customers), to build rich audiences. This combination of data-inputs now has the power to transform a target of "millennial moms" to, moms who are up early feeding their baby, moms who are frequent travelers and in a new city, moms who live in New York and are planning what to make for dinner, and so on.

Execution

Armed with an audience and a list of moments when the creative would be delivered to this target, creative teams were empowered to build highly relevant FB/IG ads for upcoming campaigns.

Kleenex prioritized the 22 moments when when their emotional storytelling would be most welcome (i.e. when it's cold outside and she's sick, pet owners whose sports team lost).

Progressive wanted to deliver messages to an audience "coming-of-age" to consider some equally grown-up insurance. They targeted a series of moments relevant to that period when you’re a new adult (i.e. first house, new car, new baby, anniversary, getting married, and more), creating 20T unique delivery permutations of delivery.

Outcome

While it is still early, the initial Moments.OS results are very positive...

Kleenex generated over 110M views and saw a market share gain of over 2 points. But even more exciting were the 12M engagements across the content in just 6 months, a 44x increase vs. all of 2014. Each of the 22 highly-targeted and relevant stories turned the comments stream into communities of women who shared the same story (picture of their differently-abled pets, stories of their elementary school teachers whom they wanted to thank, and more). This showed that the creative was highly-relevant to the audience receiving it, and the moments when she was open to the stories themselves (and sharing her story).

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