23 01 23 CreativePractitioner2023

Creative Golden matte
eyeshadow
Attract attention with
compelling creative
with the Meta Discovery
Commerce system.
Blue hand-dyed
knit sweater
Great creative is about more
than the products you sell —
it’s about the story you tell.
Storytelling on Meta technologies drives
connection and discovery at scale.
marktgoods
1.5M followers
Zoomture
Travel
Feroldi’s
Retail store
Meta technologies offer an opportunity to
engage across the entire shopping journey.
Percentage of people who rely on Meta technologies during the shopping journey:
DISCOVER
70% PURCHASE
INSPIRE typically
discovered CONSIDER
46%
65% used to help
for inspiration 56% with purchase
saw an ad
that drove
consideration
Source: “Discovery-Led Shopping Study” by GFK (Meta-commissioned online survey of 12,000+ respondents ages 18 - 74 in the AU, BR, CA, FR, DE, IN, ID, MX, SK, JP, UK, US) Q2 2022. Qualifying respondents
shop online at least twice a month and made an online purchase of beauty, furniture, electronics and/or apparel in the past 3 months at the time of the study; questions cited A01, A07a/b, A09, A13, A32.
META DISCOVERY COMMERCE SYSTEM
AI-powered machine learning
Industry-leading workflow automation

for more efficient performance
An end-to-end
system that delivers
compelling creative
that generates
demand through Data Engaging Advertising and Measurement
integrations surfaces conversion tools tools
discovery HOW TO TURN ON DISCOVERY COMMERCE:
DATA CREATIVE MEDIA MEASUREMENT

Set up data sources Build compelling Develop media Measure to gain
to reach new and creative to strategies to achieve actionable insights
unexpected delight a range of business and make more
audiences. customers. goals, from discovery effective decisions.
to conversion.
Creative
Great creative relies
View product on five key elements.
01 Creative foundations
02 Engaging formats
03 Creative diversification
04 Creator marketing
05 Experimentation
Creative
02 Engaging formats
05 Experimentation
CREATIVE FOUNDATIONS
Markt
Recommendations
Optimize for mobile.
Showcase your brand and product.
Use a consistent visual identity.
Improve performance with video.

3.2K 90 Comments 20 Shares
Localize ad creative.
RECOMMENDATIONS CREATIVE FOUNDATIONS
Optimize for mobile.

Tailor creative to the placement.
On mobile, vertical and square formats
perform up to 40% better than horizontal.1
Capture attention quickly.

Put the most compelling part of your video
within the first 3 seconds to pique interest.
Keep in mind sound-off viewing.

Design Feed videos for sound-off viewing
yet delight with sound-on in Stories and
In-Stream ads.2
Try a Stories-native approach.

Use mobile-shot creative to improve
direct response outcomes and drive
views and purchases.3
FEED STORIES
Source: 1. Ekimetrics, Executing for Effect, 16,000 campaigns MMM meta-analysis, Nov 2020.
2. “In-Stream Creative Meta-Analysis” by MetrixLab (Meta-commissioned study of 2,400 people
1:1 9:16
aged 18-54 in US), Aug 2020. 3. “‘Perfection-fatigued’ Millennials and Gen Zers want lo-fi, mobile-
shot video” Meta Foresight, Jun 2022. Research findings do not guarantee future performance.
Showcase your
brand and product.
Show your brand as soon as possible.
To drive both brand and performance outcomes1
Feature the product clearly.

Within three seconds for video, or visible for
static helps drive more online and offline sales2
Source: 1. “Driving long-term and short-term sales using Facebook and Instagram advertising
- a deep dive into creative execution” Nepa and Facebook, 2022. 2. “The value of performance
branding” by Meta, Mar 2021. Research findings do not guarantee future performance.
Logo
Consistently opening with the logo
and dispersing it throughout helps
Use a consistent
drive brand recognition.
visual identity. Type

A signature typeface can express key
Ads with a strong link to the brand messages in a bold, ownable way.
help drive more efficient sales.
4X 3.6X
Color
Using brand colors as heroes or
accents can differentiate your brand
more efficient for offline sales compared
in Feed and creative assets.
for online sales to low brand link
Mnemonic
A recognizable element like a
spokesperson, jingle or other device can
tell your brand story in a memorable way.
Source: Nepa and Facebook (2022) 'Driving long-term and short-term sales
using Facebook and Instagram advertising - a deep dive into creative
execution' Research findings do not guarantee future performance.
Basic motion
Animate 1-2 elements with
motion in the first three seconds.
Improve performance
with video. Brand in motion
Bring the elements of the brand and
Utilizing video, either alone or along with static assets, logo to life in the first three seconds.
helps drive better performance1 and brand outcomes2
compared with single-format static campaigns.
A simple place to start is by using animation. Benefit in motion

We found adding lightweight motion to Animate the benefit and message
static images boosted conversions by3 in the first three seconds.
17% Demo in motion

Focus on the demonstration of an app,
website, product or feature. Visualize
Source 1: 11 Meta brand lift studies, ca. 500 polls per group and cell: "Have you heard of [brand]?", 2020.
Research results do not guarantee future performance. 2: "Creative Considerations for Driving Action," Meta
how to get from point A to point B.
Foresight, Aug 2018. Research findings do not guarantee future results. 3. “4 Ways to Turn Still Image Ads
Into Video Ads”, Meta study, Aug 2018.
Localize ad creative.
Reaching people in the language they prefer makes it
easier for them to move from discovery to purchase.
Speak to your customers in their preferred

language with dynamic language optimization.
Use Meta Advantage+ international catalog ads

to communicate your products with local
information like translated product details, local
stock availability and local currency.
Creative
Feroldi’s x Skate Great creative relies
on five key elements.
cotton hoodie
FROM DESIGN: IMAGE
PLACEHOLDER 02 Engaging formats
Feroldi’s x Skate
board + trucks 04 Creator marketing
05 Experimentation
SOLUTIONS ENGAGING FORMATS
Rich formats for storytelling
Shoppable Lead generation Interactive Video

formats formats formats formats
Shoppable formats entice people to discover, explore and purchase.

Your product catalog can break through with eye-catching visuals and help
people learn more without leaving Facebook or Instagram.
Collections Instant experiences Advantage+ catalog ads Ads with product tags
Help customers move from Give customers an Show personalized product Help make products in
discovery to purchase with immersive, interactive and recommendations to people your Shop easier to
a seamless, mobile-first uniquely mobile way to based on their interests, discover so people can
experience. check out your products. location, behaviors or intent. easily tap and learn more.
Lead generation
formats help
businesses find
and convert new
qualified customers.
Creative formats across forms, calls
and messages allow businesses to
meet people where they are.
Lead ads Call ads and ad Ad that click

(Instant forms) extensions to message
Enable potential Connect with customers Qualify and nurture
customers to express over the phone to answer leads through chat.
interest in just a few taps. questions about your
product or service.
Interactive formats
invite customers in
and drive deeper
engagement.
New ad formats like augmented reality
and polls enable you to put your audience
at the center of the experience.
Augmented reality Poll ads

Create immersive experiences Encourage interactivity
and encourage people to to increase engagement
virtually try products. and memorability.
Video helps you reach and captivate new and existing audiences.
Embracing a variety of video formats from long-form to short-form can help you achieve your business goals.
FEED STORIES REELS
IN-STREAM
74%
of Facebook 30%
in-Stream non- increase in the
skippable video ad time people spent
views are being engaging with
completed globally. 1 Reels across both
Facebook and
Instagram in Q2 2022.2
Long-form video Short-form video

Boost brand metrics with longer Drive engagement and purchase intent with short bursts of
storytelling on Facebook. entertainment across Facebook and Instagram.
Source: 1. Meta Internal 11/01/2021-01/31/2022, based on only selecting In-stream, Video Views objective with Thruplay optimization, Opted Out of Skippable.2. Meta Q2 2022 earnings call.
Reels is where brands

are tapping into culture to
reach valuable new audiences.
Reels is the future of entertaining storytelling — part of an ecosystem
where people come to discover, connect and be entertained.
Make it entertaining.
Reels surprise and delight us, lift us up
and provoke an emotional response.
Make it digestible.
Reels should be easy to understand.
Make it relatable.
Keep it unpolished, imperfect and human.
Reels are made by people, like us, which invites
people to feel like participants, not just viewers.
CASE STUDY ENGAGING FORMATS
Reserved
To counter the impact of economic challenges on brick-
and-mortar sales, Polish fashion brand Reserved shifted
their focus to online channels. They ran Advantage+
catalog ads in three key markets and watched sales rise.
BUSINESS OBJECTIVE MEDIA TACTIC

Increase sales. Advantage+ catalog ads
35% 65% 2.2X

lift in incremental lift in incremental lift in incremental
purchases driven by purchases driven by purchases driven by
advertising on Meta advertising on Meta advertising on Meta
technologies in the technologies in the technologies in the
Polish market Hungarian market German market
All results are self-reported and not identically repeatable.

Generally expected individual results will differ.
Source: Meta case study, Jan 2021.
The Fives
By using a suite of lead generation tools by Meta (lead ads,
call ads and ads that click to message) along with a CRM
software, the Fives Hotel & Residences has been able to
create a 50% growth in business since the end of 2019.

Get leads. Combining lead generation
solutions with CRM integration
50% 10X
growth in leads increase in revenue

Source: External case study, Mar 2021.
Walmart
Looking for new ways to improve product discovery,
international retailer Walmart tested augmented reality
ads with 3D view on Facebook, leading to a 2.2% lift in
website traffic versus a 0.6% lift for business-as-usual
video link ads.

Website traffic Augmented reality ads
2.2% 10X
lift in website traffic from more time spent by
augmented reality ads with shoppers with augmented
3D view (versus 0.6% lift reality ads compared to
from business-as-usual ads) business-as-usual ads

Source: Meta case study, Mar 2022.
Mini France
Auto manufacturer MINI wanted to boost awareness of its
Knightsbridge Limited Edition Clubman and encourage people
to book test drives in dealerships. They commissioned an
experienced video creator to produce Reels ads that were also
adapted to work in Stories, image ads and lead ads.

Increase awareness and Combining short-form video,
get leads. static and lead ads
10pt 39% 90%

increase in ad lower cost per lead, lower production
recall among compared to costs, compared to
men aged 35–44 previous campaigns business-as-usual
without Reels video ads

Creative
Reels
02 Engaging formats
820
59
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Sponsored
Learn More
05 Experimentation
WHY IT MATTERS CREATIVE DIVERSIFICATION
Good creative
means something
different to
each person.
Savvy marketers are moving away from
reaching people with a mass message and
instead toward tailored, diversified creative
that appeals to different motivations.
WHY IT MATTERS CREATIVE DIVERSIFICATION
Building a diverse set of

creative can help improve
Markt
performance by appealing
to different audiences.
Creative diversification has been shown to drive:
32%
increased efficiency
9%
incremental reach
Source: Internal Meta test comparing the performance of two identical vs two non-identical
(creatively diverse) creatives in 2703 ad sets across verticals from 04-04-2021 to 04-26-2021.
RECOMMENDATIONS CREATIVE DIVERSIFICATION
Developing motivation-led creative starts with

exploring people’s relationships to your products.
Identify the motivators. MOTIVATOR/ “I'm fine the way I am and "I love the latest trends "Seems too expensive
Uncover the top barriers and BARRIER don't need anything new." and fast fashion." and high-brow."
motivators to your category

Feroldi's has something Feroldi's has the latest Feroldi's has price points
and to your product. BENEFIT
for everyone. trends from top designers. for every customer.
Map your messaging.

Connect the top barriers
and motivators to a
benefit and call-to-action.
Differentiate creative.
Differentiate creative routes
visually and ensure that
the motivations are not
attracting a similar audience.
Unearthing emotional
benefits can unlock a
new level of resonance.
Identify the right emotions.
Through customer research, evaluating
social posts and reviews or using
Instagram polls to ask your audience
Express the benefits.

Once you’ve landed on emotional territories,
turn it into a benefit expression.
Develop a story arc.

Bring the emotional benefit to life with a story arc
that highlights the product within the context of
people, ex. in everyday scenarios with the people
who use it and how they feel when they do.
Help people discover the

most relevant creative.
Automation solutions help the right
creative find relevant audiences.
Target ads to broad audiences.

Enable the machine learning system to find the best
consumers for your business — even consumers,
geographies or segments you might not have expected.
Deliver ads across placements.

Use Advantage+ placements to deliver ads on all
placements across Meta technologies based on which are
most likely to drive the best results at the lowest cost at
any given time.
Optimize assets for placements.

Adopt placement asset customization to customize
your ads for the best practices of each placement.
Creative
daichiguy88

Paid partnership with @feroldisfashion

FROM DESIGN: IMAGE
PLACEHOLDER 02 Engaging formats
05 Experimentation
WHY IT MATTERS CREATOR MARKETING
Collaborating with creators is a

unique opportunity to harness
authenticity and reach.
133M 58%
minutes with creator of consumers bought a
64%
would consider
content by people on Meta new product in past 6 switching brands when
technologies in 2021.1 months because of a a product is promoted
creator’s recommendation.2 by a creator they follow.3
Source: 1. Tubular Labs | Audience Ratings | Cross-Technology (YouTube and Facebook) | Top 1000 Creators Per Type | Minutes
Watched (based on 30s quality views) | US Audience. 2. Discovery-led shopping study by GFK (Meta-commissioned
online survey of 12,063 participants). 3. Role of Creator Marketing by Crowd DNA (Meta-commissioned online survey of general
population respondents ages 18-65 yrs in USA, N=1,750). Qualified respondents shop online at least two times per month, have
been influenced by creators when shopping in specific retail & CPG categories, and have recently purchased in that category.
RECOMMENDATIONS CREATOR MARKETING
Build meaningful partnerships

with creators to help unlock
access to new audiences.
Start with these best practices for building
authentic creator relationships.
Of surveyed customers,
Determine the role for a creator. 76%

Creators can play different roles in a
agree: “The more I see
campaign, from building hype to creatively
a brand mentioned by
relaying your idea.
creators, the more
likely I am to check
Consider long-term partnerships. it out.”
Long-term partnerships can help build
trust and brand equity over time.
Source: Role of Creator Marketing by Crowd DNA (Meta-commissioned online survey of general population respondents
ages 18-65 years in USA, N=1,750). Qualified respondents shop online at least two times per month, have been influenced
by creators when shopping in specific retail & CPG categories, and have recently purchased in that category.
Co-create your story to help

creator content resonate.
Creators can help bring your story to life with fresh ideas and a
unique point of view in the voice their audience can relate to.
Collaborate on the brief.

Use your brief as a starting point for co-creation.
Of surveyed customers,
Stay true to a creator’s voice.
Don’t ask creators to imitate your brand voice — 60%
it’s important they use their own. agree: “I trust what
a creator says about
Use video. a brand more than
Video gives creators the most space to tell an what the brand says
engaging and effective story, so encourage about itself."
them to use it wherever possible.
Hero the brand and product.

Don’t bury the lead — hero your brand
and product early.
Source: Role of Creator Marketing by Crowd DNA (Meta-commissioned online survey of general population respondents
ages 18-65 yrs in USA, N=1,750). Qualified respondents shop online at least two times per month, have been influenced
by creators when shopping in specific retail & CPG categories, and have recently purchased in that category.
Use branded
content ads to
expand your reach.
Combining creator authenticity with ad
Campaigns that mix
targeting and optimization capabilities branded content ads
across Meta technologies helps you reach and brand ads are over
people beyond the creator’s followers.
90%
more likely to drive
cost-effective action
than either tactic
individually.
Source: Analysis of 18 conversion lift studies from April 2020 to May 2021, run in
NORAM, EMEA, and APAC, representing the Retail, CPG, Ecommerce, and
Entertainment verticals. Research findings do not guarantee future performance.
Make shopping
simple.
Creators can drive customers from “see” to “buy”
in just a few clicks. Use features like branded
content ads with product tags or Collaborative
Ads to give your audience a chance to shop the
products they see right in the moment.
CASE STUDY CREATOR MARKETING
Brightland
The specialty olive oil and vinegar brand tested Facebook
video ads with creator content — both alone and together
with its business-as-usual video assets — and saw 25%
more attributed purchases when using the combination.

Increase sales. Creators
25% 20%
more attributed purchases lower cost per attributed purchase
with creator and business-as- with creator and business-as-
usual assets combined, than usual assets combined, than
business-as-usual alone business-as-usual alone

Creative
Feroldi’s

02 Engaging formats
05 Experimentation

WHY IT MATTERS EXPERIMENTATION
Wind & Wool

Sponsored
Testing creative variations windandwool

Sponsored
can help drive impressive SU

NG
LAS
SES
improvements
in performance. 3.2K Shop now
IMAGE PLACEHOLDER
13%
lower cost per
21%
lower cost per
27%
lower cost per
Sunglasses
Shop now
ad recall1 website conversion2 app install2
Source: 1. Data from Meta reflecting 235 Brand Lift tests Apr 2021-Apr 2022. 2. Meta data, 14,780 A/B creative tests April 2021-April 2022.
Note: the percentage is the average performance difference of the winning creative vs the average of the other creatives within the study/test.
RECOMMENDATIONS EXPERIMENTATION
Start by identifying areas you’d like to

explore and craft a hypotheses for testing.
Use experimentation to fill in the gaps
where there are unknowns.
Define the business challenge.

Think in terms of the outcome you want to
shift and reframe the business challenge
through the lens of the audience.
Identify knowledge gaps.

Positioning: Which motivators work best?
Concept: Which idea best drives memorability?
Execution: Which product visual is most effective?
Craft your hypothesis.

A hypothesis is a statement, not a question.
Ensure your statement is specific and focused
and make sure it’s something you can measure.
BAU
SAMPLE HYPOTHESIS:
App installs will be higher for a creative asset with occasion-based deal concepts vs. BAU straight-forward deal offers.
TESTING SOLUTIONS
ACROSS META
TECHNOLOGIES
Auction ad ranking
Select the right Ads to be tested in an ad set with designated
budget. Let the system decide the winner. More
testing solution 4 2 1 3
economical, but less reliable way to test creative.
to meet your NO INCREMENTALITY
business goals.
A/B Testing
A tool for comparing two or more creatives
with each other. For majority of creative
Version A Version B tests, A/B should be the tool to use.
Different creative experimentations
methods are available to measure the
impact of your campaign. Your KPIs will
INCREMENTALITY
help define the best-suited test. Lift test
A tool for measuring the incremental
effect a campaign had on short-term
Control No control brand or sales outcomes
Measure impact
of creative variety. B AU
Maintain business-as-usual in one cell. Cell 1: Existing approach

Split your audience using A/B or lift testing
to preserve your existing approach in one cell.
Compare against a new cell that employs

business-as-usual and new approach.
Add new creatives to top-performing ads.
Aim for new creatives to get 30% of spend.
B AU NEW C R EAT IVE NEW C R EAT IVE
Cell 2: Existing approach and new creative

Apply learnings throughout the creative process.

Bring a test-and-learn mentality to the entire creative process to see valuable results.
POSITIONING CONCEPTING EXECUTION
Iterate based Iterate based

on winning on winning
creative creative
Personalization Faster search Split screen Fast transitions CTA intro Logo intro
territory territory concept concept
CASE STUDY EXPERIMENTATION
CIBC
Canadian bank CIBC was relaunching its
cashback card and wanted to test the impact
of different creative messaging approaches
using brand lift studies. Armed with data from
these studies, CIBC refreshed its creative,
which proved to be highly effective,
producing a 44% cheaper cost per action.

Increase consideration. Brand lift studies
44% "Reward yourself "Get a well-earned "Get a little extra

cheaper cost per action at every tap." treat for your bestie." for yourself."

Source: Meta case study, May 2021.
Creative
02 Engaging formats
05 Experimentation
Meta Business Partners offer additional resources to
help advertisers build a diversity of creative assets.
INFLUENCER CUSTOM MIXED ASSET LOCALIZING INSTANT
STRATEGIES OVERLAYS TYPES CREATIVE EXPERIENCES
Creators allow brands to Customized overlays Having multiple asset Building assets for a Instant experience is an
authentically share a may help brands stand types (image, video, particular audience immersive and This is not a
message with new out among competitors carousel, collection), unlocks personalized expressive fullscreen comprehensive list
audiences. These and improve ideally built for each messages. dynamic experience on Facebook, of partners and ways
partners may help source performance within a placement, allows for language optimization loading instantaneously, partners can help
influencers, partner to tried-and-true strategy. maximum efficiency. If and cross-border for businesses to tell
clients.
recommend content Overlays enable brands your advertiser lacks business may use their stories and
influencers leverage in to add logos, custom the creative needed to localized assets. Creative showcase their products.
If you have questions
campaigns, deepen an font, highlight price opt-in, partners can localization partners help Partners can help brands
on these offerings or
influencer strategy and drops, etc. optimize existing assets tailor messages for build these
other Meta Business
more. to ensure they’re mobile certain regions/geos. environments.
Partner
friendly.
opportunities, please
reach out to your
partner solutions at
fburl.com/xfn.
The partner names are provided for reference only, and businesses should conduct their own due diligence of the company they choose to
work with. Inclusion in this directory is not an endorsement from Meta.

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Creative Golden matte

for inspiration 56% with purchase

AI-powered machine learning

Industry-leading workflow automation

DATA CREATIVE MEDIA MEASUREMENT

Showcase your brand and product.

Use a consistent visual identity.

Improve performance with video.

Optimize for mobile.

Capture attention quickly.

Keep in mind sound-off viewing.

Try a Stories-native approach.

Feature the product clearly.

visual identity. Type

A simple place to start is by using animation. Benefit in motion

17% Demo in motion

Speak to your customers in their preferred

Use Meta Advantage+ international catalog ads

Rich formats for storytelling

Shoppable Lead generation Interactive Video

Shoppable formats entice people to discover, explore and purchase.

Lead ads Call ads and ad Ad that click

Augmented reality Poll ads

FEED STORIES REELS

Long-form video Short-form video

Reels is where brands

BUSINESS OBJECTIVE MEDIA TACTIC

35% 65% 2.2X

All results are self-reported and not identically repeatable.

BUSINESS OBJECTIVE MEDIA TACTIC

All results are self-reported and not identically repeatable.

BUSINESS OBJECTIVE MEDIA TACTIC

All results are self-reported and not identically repeatable.

BUSINESS OBJECTIVE MEDIA TACTIC

10pt 39% 90%

All results are self-reported and not identically repeatable.

Building a diverse set of

3.2K 90 Comments 20 Shares

Developing motivation-led creative starts with

motivators to your category

Map your messaging.

Express the benefits.

Develop a story arc.

Help people discover the

Target ads to broad audiences.

Deliver ads across placements.

Optimize assets for placements.

Great creative relies

on five key elements.

Collaborating with creators is a

Build meaningful partnerships

Determine the role for a creator. 76%

Co-create your story to help

Collaborate on the brief.

Hero the brand and product.

BUSINESS OBJECTIVE MEDIA TACTIC

All results are self-reported and not identically repeatable.

Great creative relies

3.2K 90 Comments 20 Shares

Wind & Wool

Testing creative variations windandwool

can help drive impressive SU

Start by identifying areas you’d like to

Define the business challenge.