Brands Hit the Gas with Facebook Creative Accelerator

What do Coca-Cola in Kenya, Nestlé in India and Lifebuoy in Indonesia have in common?

What do Coca-Cola in Kenya, Nestlé in India and Lifebuoy in Indonesia have in common?

Those three brands represent early success stories for Creative Accelerator, which Facebook introduced in March, enabling Facebook Creative Shop to work with brand and agency partners in high-growth countries such as India, Indonesia, South Africa, Kenya and Turkey to establish best practices for campaigns tailored to Facebook users in each country and the devices most commonly used in those nations, mainly mobile phones.

Facebook product manager, emerging markets Nikila Srinivasan discussed the emergence of video on the social network in a Facebook for Business post:

People everywhere are embracing visual communication formats, like video, at a staggering rate. More than 50 percent of people on Facebook in the U.K., Brazil, South Korea, Singapore, Israel and the United Arab Emirates watch a video every day. In the Asia-Pacific region, people are spending more time creating and consuming videos, including ads. In fact, in just one year, the number of video posts created per person on Facebook increased 75 percent globally, 52 percent in Australia, 36 percent in South Korea and 138 percent in the UAE. People in the Middle East now consume more video per person than any other region in the world.

Facebook also offered the following updates on how brands are taking advantage of Creative Accelerator:

  • In Kenya, Coca-Cola launched a photo ad campaign designed to spread a locally relevant message of happiness. Compared with similar campaigns, ad recall increased by 18 percent.
  • Nestlé Everyday’s Theatre in a Cup campaign connected with people in rural and metro areas in India using photo or video ads, depending on the person’s device and connection speed. Compared with similar campaigns in the region, the campaign increased brand awareness by 9 percent and purchase intent by 5 percent.


  • Lifebuoy used photos and videos showing its soap’s effectiveness on germs to talk to moms in Indonesia about how washing hands helps keep families healthy. After the campaign, 9.4 percent more moms in the area associated the brand with the statement, “protects effectively from germs.”

Readers: What are your early thoughts on Creative Accelerator? David Cohen is editor of Adweek's Social Pro Daily.