Facebook Watch serves up syndicated TV shows, Facebook originals and a premium social content to over 140 million users every day. Despite this unique opportunity to connect with mobile audiences, Watch was struggling to gain traction with advertisers.
To bring more advertisers to the table, Facebook overhauled the ad-buying process and repackaged their premium content to create a brand a new program—Facebook Showcase.
Traina developed a launch campaign for Showcase that put the content first, leveraging the A-list celebrities, popular shows and loyal audiences found on the platform. Video, print and digital tactics were created to help advertisers understand how this new program works, the top-tier content available, and how Showcase is uniquely positioned to help advertisers access hard-to-reach mobile consumers.
Facebook has always engaged advertisers, but only through social media algorithms and digital placements. The most unique aspect of Showcase was that it was built to conform to how advertisers are used to buying—upfront and by demo, show or category. We concepted, wrote, shot and edited an explainer video to help define the program in an entertaining way. By turning the Showcase platform into a real-life gallery showcase, we were able to convey exactly how the program works, and where advertisers benefit.
To help generate excitement for their first Upfront presentation, we developed a sizzle reel trailer to showcase Facebook’s original content and partner shows—leveraging the shows’ most loved celebrities and influencers. The video was also featured on a custom landing page for advertisers.
We also created print materials to introduce Showcase to advertisers and highlight the breadth of quality content now available on the streaming platform.
Initial feedback from the launch generated over 115 million online media impressions. The program continues to build steam and help advertisers connect with the younger-skewing audiences that are increasingly difficult to reach through traditional TV.
Online Media Impressions