Asia's thumb-stopping work: S:um37, Walt Disney Studios Taiwan & LG

This monthly feature, contributed by Facebook's Creative Shop, showcases the best mobile-first work across Facebook and Instagram, with an emphasis on campaign effectiveness. 

Introductory comments

Fergus O’Hare, head of Creative Shop, APAC, Facebook:

Across the globe, we are increasingly seeing a shift towards visual content on Facebook, especially in regards to video. It’s easy to consume on mobile with more than 8 billion videos viewed daily. It’s great to see brands incorporating video into their campaigns, to visually inspire and connect with their target audience in a unique and meaningful way.

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S:um37

Goal: LG Household & Health Care, Ltd. wanted to use Instagram to connect with 20 to 30-year-old Korean women. It aimed to spark interest in its new S:um37 Secret Essence by telling a visual story.

Solution: Over three weeks, the brand ran link ads, carousel ads and 15-second video ads on Instagram. The video ads played on the idea that natural beauty takes time to evolve and subtly highlighted how S:um37 Secret Essence uses natural fermentation to develop its skin beautifying properties over time. Hashtags like #Sum37 and #SecretEssence helped build on the aura of mystery and awe.

Results: While beauty may take time, the brand achieved some stunning results in just three weeks.

• 138,000 video views in one day
• 4 point lift in brand awareness
• 44 point lift in ad recall

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Walt Disney Studios Taiwan

Goal: Walt Disney Studios wanted to stoke excitement for the release of The Force Awakens in Taiwan. Since the last Star Wars movie premiered a decade ago it wanted to reach a massive audience and get people queuing to see the film.

Solution: The film studio used Canvas to vividly bring the film’s highlights to life on mobile. People were able to interact with the content by swiping or tilting the screen and watching the teaser videos. Walt Disney Studios ran separate ads tailored to men and women, and the company carried out A/B testing to optimize the creative and test Canvas ads against link ads.

Results: Star Wars: The Force Awakens is the highest grossing installment of the franchise in Taiwan to date. It achieved the following from December 5-27, 2015:

• 5.5 million 16-to 45-year-olds in Taiwan reached in one month (50 percent of the target audience)
• 2 million video views in one month
• 38 times higher click-through rate with Canvas than with link ads alone
• 8-point lift in ad recall (Nielsen Brand Effect)

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LG

Goal: Following the reveal of its newest flagship smartphone, the LG G5, LG wanted to maximize impact and maintain excitement until the device’s availability in April. The aim was to engage with an online audience aged 18-40 and to show them why 'Life is Good when you Play More.'

Solution: LG researched a number of keywords to determine which would garner the highest and most desirable reactions from its online audience. Its analysis found ‘kidult’ to generate the greatest response. Because of this, it shaped a video content series that embodied a youthful, fun and joyful message that aligned with its ‘Life is Good when you Play More’ tagline. It created video ads that naturally fit into people’s news feed featuring various toy characters that playfully showed off the device’s features.  

Results: LG measured the impact of the campaign through video views and website traffic, exposed to Instagrammers across nine countries achieving;

• 30 million in reach across countries
• 16 million in reach in strategic countries for LG mobile
• 1.7 million engagements