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The Facebook Festive Playbook 2020

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Facebook launches a Festive Playbook to explain the role of video, AR, influencers, vernacular content, and messaging in driving the discovery of brands, shopping, and celebrations this festive season.

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The Facebook Festive Playbook 2020

  1. 1. Insights and solutions to drive brand discovery on Facebook and win this festive season Discover the Celebrations
  2. 2. Digital influence rises significantly 55-60%apparel consumers in urban India are expected to be digitally influenced1 70% mobile consumers in urban India are expected to be digitally influenced2 1.3x increase in digital influence among urban consumers for non-food categories (post-COVID)3 40-45% urban consumers for insurance are expected to be influenced digitally4 85% urban automobile consumers have already been digitally influenced5 Source: Turn the Tide : Facebook and BCG report, India, Age 18+ 1. Estimation for 2021 from expert interviews and BCG CCI Digital Influence Study 2017 analysis (N=18,000 per year); 2. [Expert interview and BCG analysis]; 3. Estimation for 2021, Expert Interview, BCG CCI Digital Influence Study 2017 analysis (N=18,000 per year); 4. Expert Interview and BCG Analysis; 5. Estimation for 2020 from expert interviews and BCG CCI Digital Influence Study 2017 analysis (N=18,000 per year) Read insights and solutions which will help you win in this highly digitally-influenced festive season.
  3. 3. Gear up for a potential surge in demand THIS YEAR’S FESTIVE OUTLOOK 01 Festive shopping can be a positive outlet in difficult times – start your advertising early START EARLY AND SPREAD JOY 02 Indians discover and purchase their favourite brands on the Facebook Family of apps DIGITAL DEPENDENCE 03 Virtual experiences and ‘made-for-social’ videos inspire action among festive shoppers RISE OF EXPERIENCES 04 Authenticity and vernacular content resonate with festive shoppers NEW CONTENT EQUATION 05 Indians prefer messaging businesses during festive shopping MORE MESSAGING 06 EMBRACE NEW MEDIA HABITS TO WIN IN 2020
  4. 4. GEAR UP FOR A POTENTIAL SURGE IN DEMAND01 1: GWI Custom Coronavirus Research by GWI, India, 1,010 respondents aged 16-64, April 22 – 27, 2020. Question: “Have you delayed purchasing any of the following, as a result of COVID-19?” 2: McKinsey COVID-19 Mobile and online survey;, India, N-1519 respondents aged 16-64, 5/2-5/2 2020. Question: “How strongly do you agree on- By the time Diwali comes, you would have likely recovered any income or savings that you had lost during the lockdown?’ 3: Secondary sources 4: Nielsen RMS published 17th July 2020 • 7/10 are optimistic about recovering income by Diwali2 • 94% surveyed in India have delayed a purchase due to COVID-191INDIANS DELAYED PURCHASES • FMCG industry exhibits signs of rebound in June to pre-COVID level4 • 700k first-time shoppers at the Myntra End of Reason Sale3 (June ’20)EARLY SIGNS OF RECOVERY Value sales indexed to pre-COVID period, while maintaining the average of December ’19 + January ’20 + February ’20 at 100. 120 100 80 60 40 20 0 100 Dec + Jan + Feb 20 Pre- COVID Mar’20 Lockdown 3&4 May’20 Unlock 1.0 June’20 101 98 75
  5. 5. POTENTIAL UPTICK IN KEY CATEGORIES The Facebook Family plays a leading role in driving the discovery of offers6 FacebookFamilyof AppsandServices eCommerce websites Search Engines Television YouTube Facebook WhatsApp 57% 51% 43% 42% 38% 35% 33% 40% of consumers are planning to increase online spend on apparel1 80% of consumers are planning to increase or maintain spends for fresh food and staples4 60% of consumers are planning to increase/maintain spends on packaged food in the next 6 months2 48% of consumers are planning to increase or maintain spends on homecare given the focus on hygiene2 55% intend to increase spends on mobile phones through the online channel in the next 6 months3 50% of automobile consumers are planning to increase spends while expecting discounts on four-wheelers5 Turn the Tide : Facebook and BCG report 1 . [BCG COVID-19 Consumer Sentiment Survey, Question Text:" In the next one month, how do you expect your online spend Apparel/ fashion (e.g., clothing, handbags, footwear) to change?”; April 30-May 03 2020 (March 23-26, April 17-20 2020, April 30-May 03 2020 (N = 2,106, N = 2,324, and N=1,327 respectively)) ; 2. [BCG COVID-19 Consumer Sentiment Survey, categories considered: Fresh Food, Packaged F&, Makeup, Staples, Personal Care, Home Care & Baby Care, Question text: “ In the next 6 months, how do you expect your online spend for the following types of products to change?, In the next one month (CPG), how do you expect the choice of your brands to change”, April 30-May 03 2020 (March 23-26, April 17-20 2020, April 30-May 03 2020 (N = 2,106, N = 2,324, and N=1,327 respectively))] ; 3. “In the next 6 months, how do you expect your online spend for the following types of products to change?” Source: BCG COVID-19 Consumer Sentiment Survey April 30-May 03 2020, N=1,327] ; 4. [BCG COVID-19 Consumer Sentiment Survey, categories considered: Fresh Food, Packaged F&, Makeup, Staples, Personal Care, Home Care & Baby Care, Question text: “ In the next months, how do you expect your online spend for the following types of products to change?”, April 30-May 03 2020 (March 23-26, April 17-20 2020, April 30-May 03 2020 (N = 2,106, N = 2,324, and N=1,327 respectively))] ; 5. [BCG COVID-19 Consumer Sentiment Survey, Question text: “Please state the reason to spend more/ less in near future?”, March 23-26, April 17-20 2020, April 30-May 03 2020, May 18-23 2020 (N = 350 Intenders for cars in each wave), representative of top 35% of Metro-tier 2, SEC AB, towns above 5L population] 6. YouGov study between 21st October and 4th November 2019. How did you find out about any of the discounts and offers available during this seasonal discount sale?
  6. 6. 16% start shopping 6-8 weeks before Diwali1 16% start shopping 6-8 weeks before Diwali1 ~74% start shopping atleast 2 weeks before Diwali2 ~74% start shopping atleast 2 weeks before Diwali2 45% millennials (25-39) are early shoppers1 45% millennials (25-39) are early shoppers1 17% more spending by early shoppers3 17% more spending by early shoppers3 Apparel, Food and Electronics were the top categories shopped for, in the festive season last year49% 10% 11% 12% 15% 17% 21% 23% 26% 38% 28% 28% 38% 51% 64% 64%Apparel/Fashion Food Electronics Jewellery Health & Beauty Gift Cards Confectionary Home Designer Goods Toys Books Travel/Vacation Alcoholic Beverages Cars/Motorcycles/Auto Parts Sporting Goods Video Games Source: YouGov Report, India, Base (Diwali Shoppers): All (1,260) aged between 18-64 years 21st October 2019- 4th November 2019 ; 1. When do you start your holiday shopping? Began shopping in September or before (202); Began shopping in October (967); 2: When do you start / finish / do most of your holiday shopping? 3. In total, how much do you plan to spend on shopping for Diwali this year? 4. In which of the following categories do you intend to shop for Diwali this year? START YOUR ADVERTISING EARLY02
  7. 7. THE SHOPPING SEASON EXTENDS BEYOND DIWALI Festive Season Duration 01 Oct’19 15 Oct’19 01 Nov’19 15 Nov’19 01 Dec’19 15 Dec’19 01 Jan’20 15 Jan’20 Flipkart’s big billion day sale+ Amazon’s Great india Sale (29th Sep - 4th Oct) Sales conversions on Facebook peak during key sales events Black friday sales (29th Nov - 1st Dec) Christmas Sale Republic Day Sale (20th Jan - 23rd Jan) 01 Nov’19 15 Nov’19 01 Dec’19 15 Dec’19 01 Jan’20 15 Jan’20 Conversations about “Holiday Shopping” on Facebook 01 Nov’19 15 Nov’19 01 Dec’19 15 Dec’19 01 Jan’20 15 Jan’20 Conversations about “Self Gifting” on Facebook Source: Holiday Insight 2020: Facebook Internal data ; India; Aged 18+ years; 1st October 2019 to 31st January 2020
  8. 8. Indians discover and purchase their favourite brands on the Facebook Family of apps +16% increase in smartphone time (in May’20)1 MOBILE USAGE ON THE RISE Facebook and Instagram influence nearly 80% of Gen-Z and millennials’ festive shopping2 THE FACEBOOK FAMILY OF APPS FESTIVE SHOPPERS ACROSS AGE GROUPS CONNECT ON THE FACEBOOK FAMILY3 Sources 1: BARC Nielsen, India, Aged 18+, TV+ Smartphone consumption report during crisis, 7th May 2020; 2: YouGov Report, India; Base (Diwali Shoppers): All (1,260) aged between 18-64 years; Mobile shoppers (1,032); Early shoppers (202); High spenders (409).; 21st October 2019- 4th November 2019; Question. How influential is Facebook/Instagram in your holiday shopping? 3: In which of the following ways do you communicate with other people during the holiday season e.g. to send greetings? DIGITAL DEPENDENCE03 GEN-Z (18-24) MILLENNIALS (25-39) GEN X (40-54) 79% 46% 50% 88% 61% 37% 87% 62% 28%
  9. 9. Across categories, Indians say that the Facebook Family of apps is their leading online source for discovery and evaluation BEAUTY AND PERSONAL CARE1 CONSUMER ELECTRONICS2 58% 56% 39% 36% 36% 34% 26% 24% 23% 22% 62% 61% 31% 29% 25% 23% 23% 22% Facebook WhatsApp Facebook Messenger Instagram Search Engines (NET) Brand Websites Retailer Websites Online Marketplace AUTO3 Discovery Evaluation Source: 1.) Beauty and Personal care consumer journey survey by kantar profiles (Facebook commissioned online survey 1030 respondents aged 18-64, India 2020),  2) Consumer Electronics Products Consumer Journey Survey by Kantar Profiles (Facebook commissioned online survey of 2173 respondents aged 18-64, India 2019); 3) Auto Consumer Journey Survey by Kantar Profiles (Facebook commissioned online survey of 1428 respondents aged 18-64, India 2019 71% 63% 46% 41% 38% 36% 35% 33% 58% 55% 36% 33% 31% 31% 26% 23% Facebook Familyof Apps Facebook WhatsApp Facebook Messenger Instagram Search Engines (NET) Brand Websites Beauty Blogs 68% 44% 38% 29% 27% 60% 37% 33% 25% 24% 62% 40% 35% 26% 25% 58% 40% 32% 28% 26% Facebook WhatsApp Facebook Messenger Instagram Search Engines (NET) Automobile manufacturer sites Professional automotive reviewsites Local dealership sites Otheronline market places Facebook Familyof Apps Facebook Familyof Apps
  10. 10. Source: 1.) FBB https://business.instagram.com/success/fbb/; 2.) Vodafone:: https://www.facebook.com/business/success/vodafone-play 3.) Honda: https://www.facebook.com/business/success/honda-india 28% FBB created an interactive web-series on Instagram Stories during Durga Puja to drive in-store sales1 Increase in coupon-redemption rate after the Instagram campaign Recommended solutions Plan full-funnel campaigns on Facebook, building awareness and consideration, as well as driving purchase Case studies: Full-funnel campaigns on Facebook 20k Store visits led by the IG campaign 4X Honda drove car sales with awareness and conversion campaigns on Facebook3 ROAS 45% lower cost-per-lead than other digital platforms 43% Lift in installs 38% Lift in registrations Vodafone Play drove app installs with Facebook awareness and conversion campaigns2
  11. 11. VIDEOS VIRTUAL EXPERIENCES 53% shoppers watch or share videos on Facebook and Instagram1 33% of 18-34 year olds have watched a live stream since the beginning of the pandemic2 46% festive shoppers would like to see videos that get them into the holiday mood3 49% festive shoppers for apparel would like to see virtual demos before making a purchase4 56% festive shoppers for apparel and beauty say that product videos would help them with their purchases5 ~1 out of 4 automobile consumers who have cancelled/ postponed their purchase, would re-consider if there is ‘zero-contact’ with the dealership6 Source: 1. GlobalWebIndex ; India ; All Internet Users 18+; Options: Mobile ; Waves: Q4 2019 2. Facebook IQ Source: 1) Industry Micro-Shifts Monthly Tracker by Kantar Profiles (Facebook commissioned online survey of 2,001 online general population respondents per wave, ages 18+, India, Wave 1, May 2020). 3,4,5YouGov Report, India; Base (Diwali Shoppers) ; aged between 18-64 years; 21st October 2019- 4th November 2019 ; All (1,260); Shop in each category – Clothes and accessories (803); Health and beauty (481); Home and garden (324).; Question 4, 5:. Considering purchases you make over the holiday season, which of these would help you decide on purchases?; 3. Please select all that statements below that accurately complete this sentence for you. At this point in the holiday season, I like to see videos that…6. BCG COVID-19 Consumer Sentiment Survey, India, Aged 18-64 years, March 23-26, April 17-20 2020, April 30-May 03 2020 (N = 350 Intenders for cars in each wave), representative of top 35% of Metro-tier 2, SEC AB, towns above 5L population , Question: Which of the following options will make you reconsider your decision of not purchasing a Car? Virtual experiences and ‘made-for-social’ videos inspire action among festive shoppers RISE OF EXPERIENCES04
  12. 12. Recommended solutions Leverage Instream ads to communicate a brand message, drive consideration or tell a longer story to people who are actively engaged in watching video content on Facebook. Facebook Live, Instagram Live, and Instagram Stories can bring the excitement of sales events to life. As consumers prefer to stay at home, build immersive experiences with Augmented Reality ads and help them with the purchase process. Get consumers involved with Interactive Ads on Facebook and Instagram, like Polling Ads and Playable Ads 16-point Aashirvaad Atta’s campaign saw strong ad-recall and message association scores with Instream1 Lift in ad recall 3-point Increase in message association Case Studies INSTREAM Learn more about Facebook Live Learn more about AR ads Learn more about Instagram Live Learn more about Instream
  13. 13. PLAYABLE ADS Source: https://www.facebook.com/business/success/aashirvaad-atta 3x Uber leveraged Playable Ads for their World Cup campaign Increase in ad recall rate 250x Higher CTR +9.5pts Ad recall vs the vertical norm 6.3pts 3x CTR vs historical average Unboxing of New Vivo v19 through AR Case Studies AR
  14. 14. INFLUENCERS LEND AUTHENTICITY 46% apparel consumers are influenced by videos posted by influencers during the festive season4 64% users say Instagram allows interaction with influencers3 VERNACULAR CONTENT INFLUENCES SHOPPING 51% think it’s important to have information available in a local language while shopping 6 68% festive shoppers prefer to see advertising in local language5 Source: 1. YouGov Report, India; Base (Diwali shoppers): All (1,260) aged between 18-64 years; 21st October 2019- 4th November 2019 ; Question. What types of activity from brands/businesses would you like to see on Facebook or Instagram during the holiday season? Source: 2,3. IPSOS Instagram study; India; 18+ (1500 users); 4. YouGov Report, India; Base (Diwali Shoppers) ; aged between 18-64 years; 21st October 2019- 4th November 2019 ; All (1,260); Shop in each category – Clothes and accessories (803); Health and beauty (481); Home and garden (324). 5. Do you prefer seeing advertising in your local language when shopping for the holiday season? 6. How important is it to have all information available in your local language, when shopping for the holiday season? Authenticity and vernacular content resonate with festive shoppers NEW CONTENT EQUATION05 SHOPPERS SEEK AUTHENTICITY 4/5 users consider brands on Instagram to be authentic2 40% festive shoppers seek authenticity1
  15. 15. Case StudiesCase studies Recommended solutions Leverage Branded Content ads to scale up authentic influencer content to a wider audience. Use regional-targeting on Facebook to reach consumers who prefer local language communication. 5 Star personalised campaigns at scale with local language content for their new ’Do Nothing” campaign Result: Three markets with stat sig lifts of +2.7, +3.4, +3.6 in ad recall REGIONAL TARGETING +4.6pts* The Hyundai Aura launch campaign leveraged influencers, using Branded Content ads on Facebook and Instagram. Awareness +3.7pts* Favourability BRANDED CONTENT ADS Learn more about Branded Content
  16. 16. 57% have used a messaging service to contact a business for the first time1 (in May 2020) 48% used messaging service to track an order in last year’s festive season2 45% used messaging service to purchase a product in last year’s festive season4 61% used Whatsapp for messaging a business during last year’s festive season3 , and 36% used Facebook Messenger to message a business during festive season3 Source 1: Facebook IQ Source: Industry Micro-Shifts Monthly Tracker by Kantar Profiles (Facebook commissioned online survey of 2,001 online general population respondents per wave, ages 18+, India, Wave 1, May 2020): Source : YouGov Report, India; Base (Diwali Shoppers) aged between 18-64 years: All (1,260); . 21st October 2019- 4th November 2019 ; Question 3: Have you messaged a business during the holiday season using any of these services? Question 2, 4. Why did you use a messaging service to message the businesses? Q306. Why did you specifically use an instant messaging service for this? Indians prefer messaging businesses during festive shopping MORE MESSAGING06
  17. 17. Recommended solutions Leverage Click to WhatsApp and Click to Messenger ads to assist consumers in their purchase process Case Studies 3.5x Flipkart created a conversational experience with Click to WhatsApp ads1 More conversions compared to not using WhatsApp $2.5M In attributable revenue for ads that click to WhatsApp CLICK TO WHATSAPP 20x NoBroker used the WhatsApp Business API for automated property listings2 Annualised return on investment through cost savings 2.8x WHATSAPP API Increase in properties let out or sold Learn more about Click to WhatsApp Learn more about Click to Messenger
  18. 18. Start planning now to make the most of the shopping season that is highly influenced by digital this year.

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