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How Facebook's Creative Shop aims to boost marketing ROI

Matt Kapko | March 26, 2015
Facebook has no problem selling ads and encouraging marketers to launch campaigns on its platform, as consistently demonstrated by its financial results. However, the quality of campaigns varies widely. Facebook says it wants to help marketers and brands be more creative and increase the impact of their work by collaborating with a growing team of specialists who work at a special division within the company that's dedicated to this purpose, called Facebook Creative Shop.

This infinite landscape surfaces in real time in every Facebook user's News Feed, which is each completely unique to that user, according to D'Arcy.

Facebook's Creative Shop works with agencies and brands to highlight the differences between Facebook users, their potential customers, and craft campaigns that help those brands play a less intrusive role in users' always-connected worlds. The company doesn't charge for its consulting services but brands and agencies buy ads, of course, and sometimes at massive scale.

Facebook Creative Shop for SMBs

Facebook's Creative Shop offers a variety of programs designed to leverage the best tools and frameworks for specific campaigns. For example, programs exist for publishers and direct-response advertisers that want to use Facebook more effectively. The team also launched three new programs for small and medium-size businesses (SMBs) during the past six months, and they include a library of creative case studies; tips for crafting good headlines, choosing the best images or shooting video; and customizable story packs that can be used to quickly build campaigns.

More than two million advertisers use Facebook, so the Creative Shop sees a huge opportunity to work with the marketers and brands that buy Facebook ads.

"We think a lot about how we can influence great creativity, how we can delight people that use our platforms and how that can lead to great measurements and results for our marketers," says Katie Riccio Puris, head of global operations, Facebook Creative Shop.

A global creative council, which includes some of the most prominent chief creative officers in the world, meets multiple times a year to collaborate on client opportunities while matching agency creatives with Creative Shop members. The cross-functional teams work together for weeks at a time, according to Puris, who expects her group to deliver more than 1,000 campaigns in 2015.

Creating creativity on Facebook in emerging markets

Facebook also recently launched a program to help marketers scale in emerging markets and meet the specific needs of individuals in those countries. The creative accelerator program aims to study the way different people use Facebook's products and services depending where they live, who they communicate with, the devices they use and the level of access they have to the network, according to Melissa Oppenheim, a business manager with Facebook's Creative Shop.

Oppenheim says Facebook is already seeing demand to scale the program further after just two weeks. Many brands come to Facebook in these emerging markets with a desire to spend, but don't know how, according to Oppenheim.

If marketers embrace the transformational shift in communications and understand the individuals they're trying to reach, D'Arcy says Facebook can help them deliver real value.

 

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