JUNE 2019

MOMENTS THAT BRING PEOPLE

CLOSER TOGETHER REPORT

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 Introduction.........................................................3
Once-a-day moments.........................................5

Contents Once-a-year moments.....................................11

Once-in-a-while moments...............................16
Conclusion..........................................................21
About Facebook IQ...........................................22

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Whether it’s a morning
coffee, a birthday
extravaganza, a graduation Introduction
or a lunar eclipse,
moments bring people Modern moments on the move
closer together. In our Brand marketers and media planners have always relied on the
calendar to help pinpoint holidays and events when people come
mobile, connected world, together. These occasions are still important, but now people can easily
celebrating events both communicate across platforms and formats about the events that
big and small has become matter to them. And their expectation for communicating with brands
also follows that trajectory, becoming more fluid and personalized.
more widespread, fluid
and personalized. People Thanks to technology, people are making conscious, creative
now have the tools to and expressive choices about how the moments that matter to
them are shared and experienced. They are using feeds, groups,
share how they want, with stories and messaging to turn daily life, annual traditions and
whomever, wherever and once-in-a-lifetime moments into a compelling narrative. These
whenever. For marketers, conversations can happen one-on-one, with close friends,
understanding the nuances selected communities or with the masses via livestreams, video,
emojis, stickers, polls, questions and more. And these moments
of how moments have can happen once a day, once a year or only once in a while.
expanded and shifted can
open up new opportunities.

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Once-a-day moments In this report, you’ll:
Everyday activities have become moments
of social connection. A meal prepared at • Learn how consumer
home can be an opportunity to share a behavior has expanded
work of art with other #foodies all over the from calendar-based
world. A solo morning run can become a to ephemeral, curated,
at-scale and real-time
race with a friend in another country.
• Find out how once-a-day,
once-a-year and once-in-a-
Once-a-year moments while trends have helped
Most holidays and events come around once shape new moments and
a year, but the build-up to them—and the form new communities
watercooler effect that follows—makes • Examine how shifts in
their impact linger. Whether it’s birthday technology have changed
planning or the most recent three-day the ways we celebrate
weekend, these moments are an opportunity time-honored traditions
to connect before, during and after.
• Discover how
marketers can grow
Once-in-a-while moments ordinary moments into
extraordinary opportunities
Significant events in people’s lives become and build stronger ties
milestone moments that lasting memories
are built upon. These include big, global • Explore how to use these
events that naturally bring large groups of insights to enhance
people with common interests together. strategic development,
They also include entering personal, new life creative ideation and
stages, like becoming a parent, where people media planning to help
share out the joy of the moment with their bring people and brands
community and also search for advice and closer together
recommendations from trusted sources.

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Once-a-day moments
What are once-a-day moments?
In a mobile, connected world, people are
turning their everyday habits and interactions
into moments of meaningful connection.
People have embraced video, livestreaming,
Stories and messaging to share and connect
with each other in ways that were not available
before. From the morning commute to evening
mealtimes, the frequency and universal
experience of these everyday moments is
what makes them anything but ordinary.
Selecting an outfit of the day [#OOTD]
becomes an opportunity to share a work of
art. And with new tools, including Stories and
messaging at their disposal, people can choose
to share these daily rituals with one person,
a small group or a much wider audience.

Why are once-a-day

moments important?
Now that people have the tools to direct their
daily lives into an ongoing narrative, everyone
can be a storyteller. With the mobile device
that’s already with them all the time, they can
constantly share, curate and consume moments.
That’s why these moments are so important—
they are frequent and expected. For marketers
and creatives, the regularity and ongoing nature
of once-a-day moments offers plenty of new
opportunities. Brands can help people celebrate
the extraordinary in the ordinary and become
a part of the habits that shape daily routines.
Traditional marketing milestones are often tied to
peak holidays and calendar events, but
once-a-day moments help marketers build
and become part of longer narratives. These
can be just as meaningful as national or
global events because they are an integral
part of people’s everyday lives. Once-a-day
moments create the space for an ongoing
relationship between a brand and its audience,
leading to new category entry points.

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The morning coffee moment THOUGHT STARTER
Many people all over the world begin each day with a good cup of
coffee. A once mundane morning pick-me-up has become a point of Small gestures in
connection shared across multiple platforms—driven by mobile. big moments
When people have a coffee in one hand, chances are they have Sometimes a simple activity
their phone in the other. That has helped turn what was once a like drinking coffee can be full
solitary experience into a moment to be shared. Conversations of meaning. Brands should
about coffee now take place online throughout the year, and remember that bigger events
#coffee1 has long been a popular hashtag on Instagram. But why are often made up of smaller
has this often solitary experience become a moment to share? moments, as people look to
connect and get more out of
What we see is that coffee has a particular connection with their daily rituals. Campaigns
friendship and solidarity: that focus on the familiar can
connect with a wider audience
• In the UK, Instagram posts by women about coffee noticeably and have plenty of impact
spiked in the days around International Women’s Day because they are relatable.
• Coffee-related conversations also spiked on the first day back
to work in January
This tells us coffee isn’t just a drink—it helps reinforce
relationships and prepares people for new challenges.2

1. Note: #coffee has 109M posts as of Apr 29, 2019

2. Facebook IQ, 5 Ways to Improve Your Drinks Marketing With Facebook and Instagram, 2018

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The watching TV moment THOUGHT STARTER
The smartphones powering once-a-day moments are often
used alongside another device. In fact, people are using Better together
more devices at the same time than ever before, and brands For brands that are advertising
are no longer bound by specific time slots of success. on TV, Facebook is a great
Facebook IQ commissioned an in-home study that revealed way to create surround-sound
that 94% of US participants keep a smartphone with them media campaigns that add
when watching TV. 3 An everyday activity once confined significant exclusive reach,
to the home has now become a shared experience. prime or remind audiences
and drive efficient conversion
Another recent study found that during TV shows, viewers at scale.6 Adding Facebook to
paid attention to mobile 28% of the time, and during TV ads, campaigns increases the impact
they paid attention to mobile more than half the time. When of marketing investments by
participants diverted their attention from TV to look at their increasing ROI, boosting sales
smartphones, the top two app categories were social and and driving brand value.
messaging apps, on average.4 Finally, a study from the US that
compared TV attention and mobile attention found that when
a TV was on, the TV got the most attention, but when ads
were playing, people turned more to their mobile phones.5

3. Facebook IQ, Measuring Multi-Screening Around the World, 2018

4. Facebook IQ, Measuring Multi-Screening Around the World, 2018
5. Facebook IQ, Mobile and TV: Between the Screens 2017
6. Facebook IQ, How TV and Facebook Work Better Together to Drive Business Results, 2018

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The unwind moment THOUGHT STARTER
In Japan, once-a-day moments are part of a changing pattern around
how people choose to relax throughout the day, especially on Instagram.7 Know what
community means
This daily downtime is when people in Japan kick back and
connect. What they get in these moments is a sense of Connect with people through
belonging and community: 61% of respondents in a survey their passions to foster a sense
Facebook IQ conducted said that Instagram can connect them of belonging.9 Engage in ways
to people with similar interests. People check in to get closer that are authentic to your brand
to their passions. It gives them a chance to be inspired. and can align to your audience
during the moment when they
This idea of platforms providing a daily place to unwind are looking to be inspired.
and prepare for “what’s next” is evident by looking at the
moments when people in Japan use Instagram:8

• Relaxing at home (59%)

• Commuting (31%)
• Watching TV (16%)
• Waiting for someone (16%)

7. Facebook IQ, The #Nofilter Lives of Instagrammers in Japan, 2018

8. Facebook IQ, The #Nofilter Lives of Instagrammers in Japan, 2018
9. Facebook IQ, 4 Ways to Activate Modern Communities, 2018

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The on-the-go moment THOUGHT STARTER
People in Latin America are experiencing a technology revolution.
There will be an estimated 171 million new smartphone Build for connectivity
users there by 2020.10 This growth has led to an always- Because people’s connectivity
on culture and boosted the popularity of mobile video. often varies throughout the
Because the strength of connectivity may fluctuate throughout the day, choose formats that allow
day and the majority of people across Latin America rely on prepaid for watching video whenever
mobile data plans, many appear to preplan their video consumption. they want, wherever they may
One in 3 respondents in a survey Facebook IQ conducted said be. Incorporate slideshows for
they download videos so they can watch them when they’re moments when connectivity
offline and on-the-go or without a stable internet connection.11 may not be as strong, and create
short-form videos for on-the-go
People in Latin America are connecting over mobile video as a part moments. When people have
of their everyday routine and are taking action while watching. In access to Wi-Fi, play with longer
Brazil and Mexico, a Facebook IQ study found that mobile-dominant formats like in-stream video ads.
viewers12 are 1.56x more likely to discover new brands and products
after watching video on their mobile device.13 This shift to daily
mobile video consumption is a region-wide phenomenon that
brings many new opportunities.

The commuting moment THOUGHT STARTER

The daily commute is a necessary part of many people’s lives,
especially those in urban areas. It can be a frustrating experience Social as a service
when things go wrong or there are unexpected delays. However,
The Facebook Group for
that daily journey to and from work, often alongside the same
Stockholm commuters
people, can turn into moments of genuine community.
shows how a brand can use a
Certainly, that was the case in Sweden, where the editors of Upsala social platform to provide a
Nya Tidning (UNT), a Swedish newspaper, used Facebook to useful service around a daily
bring people together. When Stockholm’s heralded train system occurrence. Other brands can
became overcrowded and behind schedule due to its popularity draw inspiration and offer similar
with commuters, UNT created a Facebook Group to hear directly services, and thanks to fresh
from people who relied on the service every day. More than 1,000 technologies such as chatbots,
members joined the group and began sharing daily challenges and messaging and Stories, this is a
real-time updates on train delays. The community came together much easier challenge to take on.
at those crucial commuting times to help each other out and
connect over their shared experience. What’s more, the group
led to action, with the government-run company responding to
the feedback by making changes to improve the system.14

10. Facebook IQ, Shifts for 2020: Latin America, 2018

11. Facebook IQ, Mobile Video’s Rapid Rise Across Latin America, 2018
12. Note: Defined as people surveyed who said smartphones are the device they use most (versus laptops, desktops, tablets, TV, gaming consoles and VR headsets) to watch online video
13. Facebook IQ, Mobile Video’s Rapid Rise Across Latin America, 2018
14. Facebook for Media, Spotlight on Local News: A Local Swedish Paper Connects Commuters and Affects Change Through Facebook Groups, 2018

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 PLEASANT DREAMS WITH PURPLE
Purple Mattress teamed up with Tim Heidecker and Eric
Wareheim of Adult Swim’s “Tim and Eric Awesome Show,
Great Job!” for a six-part campaign airing exclusively on
their social media pages. The short and quirky videos,
meant to surprise and delight potential customers,
MOMENTS featured the comedians as sleep experts providing
IN ACTION the “sleep tools” necessary to beat sleeplessness. The
results for this relevant, timely and convenient content,
based on an actual moment for campaign inspiration,
exceeded every Purple benchmark and sold thousands
of mattresses. The performance branding campaign
results reached 31.6 million people and achieved 3.5x
higher click-through and 26% lower impression cost.15

WHAT IT MEANS FOR MARKETERS

Embrace the familiar
Once-a-day moments are regular and predictable—and what everyone can relate to.
Understanding everyday signals allows marketers to reach people at their category
entry points, when association switches to usage, throughout the day. By combining
moments-based insights for inspiration and knowledge of the customer journey, a
brand can step in as a resource or with a bespoke offer before people decide.
Think community first
Brands have the opportunity to bring people closer together every day. Consider
whether you have a chance to add value by becoming a community ally or champion
to a cause that affects your community on a regular, frequent basis. Facebook Groups
help foster stronger businesses and communities both on and off the platform.
Be where your audience is
Weekday or weekend, our mobile phones buzz with notifications. To connect with people
effectively during their daily routines, optimize your campaigns across platforms. This
can lead to better business results based on campaign objectives than delivering to a
single platform. Meet your intended audience where they are—any day of the week.

15. Adweek, Why Marketers Should Care About ‘Once-a-Day’ Moments, 2019

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Once-a-year moments
What are once-a-year moments?
Once-a-year moments are annual events
and special occasions. All around the world,
people come together to share in these
moments, from festive celebrations and global
events to birthdays and season changes.
More than ever, these yearly moments are
opportunities for meaningful connections.
Of course, once-a-year moments are nothing new.
People have long enjoyed coming together for
annual touchstones such as New Year’s, the Super
Bowl and Paris Fashion Week. What’s changing is
how long the moments last. Through platforms
and tools like Stories and messaging, people
organize, share in and reflect on once-a-year
moments for days before and after.

Why are once-a-year

moments important?
Brand marketers have long relied on the
calendar to pick out key dates and significant
events to build major campaigns around.
That’s a trend not likely to change soon, as
these are often the busiest times of the year.
In fact, they provide a great opportunity for
marketers to leverage data-driven insights
and help identify ways to gain attention.
What’s important to understand is the way
people’s behavior has changed around these
once-a-year moments. Whereas they may have
previously been only one-day events, annual
activities can now be discussed and celebrated
over several days or even weeks. This means
brands now need to grab attention
and then keep it.
Once-a-year moments are often driven by the
things that matter most: family, friends and
passions. People enjoy investing their time and
attention in the things they love, and for brands,
it’s a chance to get creative with shared traditions
and references. Whether through a campaign,
branded content or sponsorship takeovers,
it’s about developing creative messaging that
reaches the right people at the right time.

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The birthday moment THOUGHT STARTER
What once-a-year moment could be more familiar than a birthday?
It’s a time of happiness shared with friends and family, and people
turn to Facebook to celebrate together. Birthdays are a great Embrace the birthweek
reminder of our fundamental desire to connect (or reconnect) As a brand, you can help people
in happy times. In fact, on birthdays, as the congratulatory posts celebrate their birthweek in
and well wishes pour in, we see people check Facebook between a way that’s as unique as they
two and four more sessions compared with an average day. are. Leverage technology like
Online celebrations seem to be changing birthday traditions: Custom Audiences to serve up
the perfect gift at the moment
they deserve it most. Whether
• According to one Facebook IQ study, people in Europe and the
UAE celebrate their birthdays across several days16 it’s a reminder about the “little
bit of luxury” they’ve been
• People are also using their birthday as an opportunity to keeping an eye on and needed
celebrate themselves and express what’s most important an excuse to get for themselves
to them or a surprising and relevant
gift they didn’t even know they
–– 61% of people say they treat themselves for their wanted, brands can help people
own birthday17 make their birthweek celebration
–– In 2018, people used the Facebook platform to raise $300M special through personalization
through birthday fundraisers for charities and nonprofits and Custom Audiences.
important to them18
16. Facebook IQ, Birthday? Introducing the Birth-week, 2017
17. Facebook IQ, Birthday? Introducing the Birth-week, 2017
18. Facebook Newsroom, People Raise $300M Through Birthday Fundraisers in First Year, 2018

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The Singles’ Day moment THOUGHT STARTER
Black Friday and Cyber Monday may be popular once-a-
year shopping events in the US and Europe, but Singles’ Advertise globally
Day on 11/11 is the biggest annual shopping extravaganza in language
worldwide. Shoppers in China bought more products during Singles’ Day is a once-a-year
the 24 hours of Singles’ Day than during the entire four-day moment that can be considered
period running from Black Friday to Cyber Monday. 19 a truly global phenomenon.
This once-a-year moment continues to gather pace in part This gives brand marketers an
due to the popularity of mobile shopping. During Singles’ Day exciting opportunity to explore
2018, mobile accounted for 86% of all transactions visible to new markets with tools like
Facebook globally.20 And as a result of the move to mobile, Dynamic Language Optimization,
Singles’ Day is also now an international event, taking off in which lets advertisers provide
markets such as Spain, the US, Turkey, Brazil and Mexico. 21 a budget and creative in
different languages. Facebook
then helps find the right
people for the ads no matter
which language they speak.

19. Facebook IQ, Singles’ Day—The World’s Largest Shopping Day You May Not Know About, 2018
20. Note: Facebook data, across managed accounts only, Nov 11, 2018. Analysis of Facebook pixel and app events data for ads shown to people ages 18+ on Facebook. The gaming
vertical is excluded from this analysis. Markets included: AR, AU, BR, CA, CL, CO, CZ, DE, DK, ES, FR, GB, HK, ID, IN, IT, JP, KR, MX, NL, PH, PL, RU, SE, TH, TR and US.
21. Facebook IQ, Singles’ Day—The World’s Largest Shopping Day You May Not Know About, 2018

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The Carnival moment THOUGHT STARTER
Carnival is also a once-a-year celebratory moment gone global.
Mobile is a huge part of the party, with people enhancing Consider people’s
the experience by connecting with friends and family and by increasing expectations
sharing around this special once-a-year moment in real-time. People are used to having
It is also a moment that crosses borders, as shown by the 600 their entertainment and
million Carnival-related interactions on Instagram globally communication needs addressed
and 5.7 million people on Facebook who said that they were instantaneously while taking
interested in or attended an event related to Carnival in Brazil in part in activities. They also
2018. In fact, 4 of the 5 most popular hashtags during February tend to have this same level of
on Instagram were related to the world’s greatest party.22 expectation for brands. This can
have an impact on all of your
customer-facing touchpoints
during annual traditions and
events. Make sure you’re
prepared for a more demanding
audience during these kinds
of once-a-year moments.

22. Facebook IQ, How Brazil Celebrated Carnival 2018 on Facebook and Instagram, 2018

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 CHEVROLET: FIND NEW ROADS
Chevrolet ran a “Find New Roads” campaign to make the most of the global New
Year’s moment. The brand focused on New Year’s resolutions and worked with
Facebook to conduct an insights analysis that spanned 10 markets, which found:

• Making New Year’s resolutions is a universal practice

• The top resolution is to remain faithful to one’s goals

MOMENTS • People only manage to stick to their resolutions for three days, on average

IN ACTION • Conversations around New Year’s intentions extended well into February

Building on the idea of sticking with resolutions, the company featured five
real people (not actors) who had set large personal goals for the New Year.
Video ads featured each individual’s progress through to their ultimate
success. A global Messenger bot helped Chevrolet’s audience stick to their
own resolutions by providing virtual motivation and inspiration that ranged
from expert advice to personal messages of celebration. The campaign
was a huge success: 200 million people reached worldwide, 460 million
video views and 207,000 active users for Chevrolet’s Messenger bot. 23

WHAT IT MEANS FOR MARKETERS

Go where your audience is
Start with your audience when first starting to map out which once-a-year moments to incorporate
into your specific campaign strategy. Let your core audience’s passion points and enthusiasm
for certain events or holidays guide which moments to focus on when you begin to plan.
Remove friction at purchase
Consumer expectations is the only thing moving faster than technology. Once-a-year moments
remain some of the busiest times of the year across industries. Therefore, removing friction,
especially at purchase, becomes essential to capturing every possible opportunity.
Automate across the peak
Moments are lasting longer as people plan, communicate and celebrate before and
after. As a result, promotional campaigns are spreading over a wider period. With events
like Singles’ Day growing across the globe, brands risk missing out if they focus only
on certain windows or limited markets. Automation can help marketers dynamically
match the market, optimize budgets and placements and merchandize products.

23. Facebook Business Success Story, Chevrolet: Boosting Brand Opinion With Facebook and Messenger Ads, 2017

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Once-in-a-while
moments
What are once-in-a-while moments?
So far, we’ve looked at moments that people know
will come around again, but once-in-a-while moments
are different. These are milestone occasions, such
as significant changes in people’s lives or rare global
phenomena. During these once-in-a-while moments,
people look to share or seek information as they make
decisions, build memories and connect with others.
From getting married to welcoming a new baby,
personal once-in-a-while moments create meaningful
connections that are not confined to family and
friends. Communities grow around these when people
turn to platforms like Facebook or Instagram for
recommendations and advice. Major events that occur
only once in a while are examples of global moments
that unite communities around the world online.

Why are once-in-a-while moments important?

When people experience a life-changing event or enter a
new phase of life, they are often anxious, excited or both.
These moments can involve some the largest purchases
in a person’s life—things like a new car, house, holiday or
wedding—and can change purchasing behavior. Often,
once-in-a-while moments move people into new life stages
and motivate them to find new communities to engage
with.
When it comes to moving into a new life stage,
like parenthood, it often takes a village. These are
often the moments when people look to others for
support and guidance most. During these once-
in-a-while moments, people are turning not just
to the expertise of family, friends and supportive
communities, but they are also looking to brands
that they regard as subject matter experts.
Marketers have an opportunity to see this bigger picture
and hone in on the details when it comes to creative
campaigns. People are connecting over big life events
as well as experiences shared with millions of people
across the world. By being part of the conversation, a
brand can demonstrate its unique purpose and value.

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The moving homes moment THOUGHT STARTER
For many people, mobile—and Facebook in particular—has become
a vital part of staying in touch, not just with friends and family, but Recognizing the
also with crucial services and what’s going on in the wider world. mobile lifeline
For example, moving is an exciting but also stressful time that Knowing the top concerns for
previously often rendered people unreachable. That’s changing, people when they move, is there
as shown in a Facebook IQ study that surveyed people from the anything your brand can do
UK, the Netherlands, France, Poland and the UAE who recently to quickly and simply address
moved. Almost three-quarters said that their mobile phone was the some of your customers’ biggest
only way to stay connected while moving, and 70% said it was also moving challenges? A trusted
their main source of media entertainment during this period.24 brand can provide much-needed
familiarity and make a new home
We also know that a move is often linked to another change feel less foreign.
in circumstances, like getting married or becoming a new
parent. As with many once-in-a-while moments, it can be
part of a transition into a new life stage. That’s why those
keep-in-touch moments are so important to people; they’re
when social connection and support is most needed.

24. Facebook IQ, How Mobile Is Making Moving Easier, 2017

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The new parent moment THOUGHT STARTER
In 2015, we learned that “feeding time is Facebook time” for
new parents, who often have baby in one arm and phone in the Keep it simple
other hand.25 That behavior hasn’t changed, as busy parents
continue to use their phones to find information and connect Many once-in-a-while moments
with others. Facebook IQ commissioned a recent US study involve people entering new life
that showed, on average, 74% of parents of newborns say stages and require additional
they use Facebook every day. What’s more, nearly 3 in 4 new explanation from brands.
parents visited Facebook to get trusted recommendations Don’t assume your audience
from family and friends for products and services.26 knows what you know. Use
clear language and empathetic
These phone-in-hand moments continue to be a gateway messaging to help people learn
to the things new parents need most: reliable advice and and engage. Use the opportunity
support. When they turn to online communities, they can ask to keep it simple, inform and
questions, receive replies from many sources—sometimes build new relationships.
in the hundreds—and get trusted recommendations
on which products and services to purchase.

25. Instagram Info Center, Instagram Year in Review 2018, 2018

26. Facebook IQ, Why New Parents Turn to a Virtual Village, 2018

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The movement moment THOUGHT STARTER
A movement that eventually becomes part of daily life can
be sparked by a shared idea. Online platforms like Facebook, Inspire action
Instagram, WhatsApp and Messenger allow for new connections Brands can expand a
to be made around people’s passion points and can often to community’s view of what is
lead to real change in local and even global communities. possible and inspire people
The recent gender equality movement is good example of this, as to participate or identify
people around the globe have come together on Facebook’s platforms on a deeper level and, in
to support each other and become empowered by these connections. turn, associate themselves
Instagram has been an effective platform for people to speak out and with positive change. By
bring light to these causes: two of the top 2018 advocacy hashtags championing an initiative for
on the platform were #metoo (1.5M) and #timesup (597K).27 action, a brand can build its
Meaningful groups can quickly become foundational social and community presence and
support structures, creating change. Globally, more than 22 connect on a more meaningful
million people have joined Facebook Groups dedicated to female level with people through
entrepreneurship and building support networks for women in issues that matter to them.
business.28 These communities offer a key way for people to form
online connections, encourage one another and make an impact.

The global sporting moment THOUGHT STARTER

A global community of fans unite to celebrate key once-in-a-while
sporting moments. Major events that occur once every four years Nurture engagement
create anticipation and excitement, and people turn to Facebook and Focus beyond the global sporting
Instagram to express this. They also use online platforms to connect event and its surrounding
with their favorite athletes and to get a behind-the-scenes look at calendar dates when planning
what is happening before and after the action. your campaign. Harness the
People don’t just watch—they generate their own content to excitement leading up to and
contribute to the storyline. On Instagram, there were 11 million after the event by including
Stories produced related to the 2018 football tournament in these periods in your media buy.
Russia as fans around the globe shared their favorite plays Engage audiences everywhere
online. This particular once-in-a-while moment captured and capture fans’ anticipation in
the world’s imagination on Facebook and Instagram, with creative ways, drawing attention
383 million and 272 million people, respectively, interacting to your brand. Also, consider
across the platforms throughout the tournament.29 That is how Facebook works with other
a huge, passionate audience for brands to engage with. complementary mediums for
events like this—such as with
Due to increased engagement and content generated online around search, TV and OOH—in order
these exciting global moments, brands should be present during peak to take a multichannel approach.
periods of conversation, as well as before and after. To stand out,
marketers need to surprise and delight in real time and share in fans’
passion for connecting with one another around the games they love.

27. Note: Includes English-language Facebook Groups only. Facebook data, global, Jan 2019
28. Facebook for Media, How Condé Nast Built Communities Using Facebook Groups Across 8 Publications, 2018
29. Facebook IQ, How the World Cheered Football’s Finest on Facebook and Instagram, 2018

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 MCDONALD’S: 45 DAYS OF SURPRISES
During the 2018 global football tournament in Russia, McDonald’s
Middle East ran a campaign called “45 Days of Surprises,” which
offered a calendar of different daily discounts and freebies.
Football themes were linked to campaign messaging to harness
the attention of sport fans everywhere. After the teaser phase,
in which the brand built anticipation, McDonald’s let consumers
MOMENTS know it was “Time to Cheer” and redeem the offers.30
IN ACTION During the campaign, the marketing team advertised the
most enticing daily offers and used Facebook mobile app
install ads because its primary objective was to increase app
downloads. After the tournament was over, the campaign
kept going under the banner “The Celebration Continues,”
and McDonald’s offers were available for another two weeks.
Downloads increased by 1.4x during the campaign period,
with 1.9x increase in incremental sales through the app.31

WHAT IT MEANS FOR MARKETERS

Seek the right signals
Once-in-a-while moments are often huge, life-changing events, but they always have
a before and an after. There are signals that typically see one moment lead to many
others. Brands should take an always-on approach and try to be in the moment but also
recognize opportunities for future connection. It’s about finding ways to help people
during these moments and building brand loyalty and trust over a long period of time.
Pay attention to global trends
International events and worldwide celebrations typically lead to global trends.
They provide a valuable insight into what people are talking about and what matters
to them in the moment. This is valuable for brand marketers, who can use these
insights to learn what people are passionate about and plan accordingly.
Have a voice and give others a voice
More than ever, we see communities forming around once-in-a-while moments and people
turning their passions into positive action. People are expressing themselves through Facebook
platforms and making new social connections around the things they care about. Recognize
the power of your brand and connect with your audience in ways that are meaningful and
that help people through change, and remember to listen as well as providing a voice.

30. Facebook Business Success Story, McDonald’s Middle East: Increasing Fast Food App Downloads With Facebook Mobile App Install Ads, 2018
31. Facebook Business Success Story, McDonald’s Middle East: Increasing Fast Food App Downloads With Facebook Mobile App Install Ads, 2018

Pg. 20
Conclusion

In a mobile-first world, one of the biggest
behavioral shifts we’ve seen is around
curation. People have near-infinite
choice and total control over what they
watch, read, interact with and buy. They
expect more relevant and personalized
experiences. Marketers and agencies
should embrace this shift and think about
moments in the same way. Moments are
now fluid. Whether they take place daily,
once-in-a-while or somewhere in between,
people have more choices than ever in
when, how, with whom and which moments
they choose to take part in and celebrate.
In this dynamic world, there is more
complexity but also more opportunity
to create meaningful connections
between people and brands. Moments
allow marketers and agencies to gain a
better understanding of what matters
to audiences. Mobile devices and feed-
based platforms, such as Instagram and
Facebook, are creating fresh ways to
connect and curate. These behavioral
shifts require a new sort of media plan
that can build better brands through
moments-based strategic
campaign development.

As part of a moments-based media plan, make sure to:

Build an audience Build messaging Build for where

that scales that stands up people are

Use your core audience
to determine the best
moments during which to
reach them. Expand your
reach by taking advantage
of machine learning to find
lookalikes that build off of your
audience and the moment.
Once you determine your
audience-at-scale and
understand the important
moments in their lives, use
those insights to fuel your
strategy and imagination. Find
the creative spark that will help
drive your business objectives.
Stand out and meet
expectations in today’s curated
world. Brands must meet
people where they are, in the
mediums that they prefer.

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About Facebook IQ
Facebook IQ delivers the insights See more ways
you need to understand consumer to connect with
behavior, drive more effective the world at:
marketing and transform how your facebook.com/iq
business reaches people. Learning
from the billions of people on
our platforms and the millions of
businesses that advertise with us,
we provide insights into behaviors
both on and off our platforms across
audiences, markets, devices and time.
Our original research and interactive
tools help you find insights to inspire
and inform your own campaigns.

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