The multichannel effort targets media agencies
Facebook on March 16 will launch its biggest business-to-business advertising endeavor in the company’s 13-year history, the digital media giant revealed to Adweek at South by Southwest on Sunday. The Facebook brand campaign aims to educate and inspire marketers to invest more in mobile video ads and to generally shift industry mindsets toward clips specifically created for the platform’s smartphone users.
“It’s going to be online, it’s going to be print, it’s going to be out of home, and we’ll use our platforms, which we think are really effective for B-to-B messaging,” said Bob Gruters, Facebook’s U.S. group director, entertainment, technology and connectivity, multicultural. “We are going to ask our clients, ‘Did you see it? Did you feel it?’ We will get a good gauge if we are connecting or not.” The effort was created by Facebook’s in-house global marketing team, The Guild, and will run for two months. Instagram ads also will be pushed in the creative, which will include the tagline is, “Build your brand with Facebook, Instagram, and Audience Network.” “We are targeting media agencies as well as marketers who are wanting to tap into the power or mobile video,” said Gwen Throckmorton, U.S. head of industry entertainment at the social media giant. “It’s talking about how mobile video unlocks a huge power for marketers—and consumers overall—to tell their stories. For marketers, that means a variety of actions you can get people to uniquely take to both build relationships and [achieve] the business outcomes you are looking for.” While Gruters and Throckmorton, speaking with Adweek at their company’s SXSW activation, didn’t divulge budget for the initiative, their team said that it was the company’s biggest B-to-B ad campaign to date. Facebook has previously run ads promoting its own business outcomes. For instance, it ran a campaign for the holidays last fall to entice retail and ecommerce brands. On the consumer side, it’s notably been orchestrating a multichannel effort to promote Facebook Live since October. Now, it’s attempting to generate more awareness around mobile video. “The conversation around mobile video is more relevant than it’s ever been,” Gruters said.