festive marketing guide with insights and solutions

FB Guide

1. Maximise festive sales
by driving discovery on
Facebook
A festive marketing guide
with insights and solutions

2. 02
Festiveoutlook01
02
03
The season of brand discovery
CONTENT
Festive shopper’s digital behaviors
From discovery to demand
Campaign planning
Start early. Stay nimble.

3. Digital influence across key categories increased up to
25% within just three months of the pandemic1
Online shopping increase is a permanent trend –1.2X
users adopting eCommerce in April’21 vs pre-COVID2
Early green shoots in the recent times
Myntra EORS sale (first mega sale event after Unlock 2.0) saw a
60%growth vs last year4
YouGov’s Diwali spending index for 2021 is ~91, higher than last
time (~81) which indicates spending intent is better than last year5
1. THE SEASON OF BRAND DISCOVERY
01
02
01
02
03
Caution towards discretionary spends early in the year –51%
expecting decline in spends (as per survey in May’21)3
Change in shopping habitsChange in spending habits
Brands should get discovered on digital and inspire consumers to take actions
Driving discovery through digital has never been more important
03Source: 1. BCG Turn the Tide reports 2020 | 2.3. Source Note: BCG COVID-19 Consumer sentiment survey Wave 6 (23-28 May 2021)
4. YourStoryJuly 10 | 5. YouGov India’s online panel, across 2000 respondents in Aug 2021

4. 02
The rise of social
video:
People are craving for
connections with each
other and businesses
03
The need for a
friendly advice:
Festive shoppers seek
shopping
recommendations
from influencers
04
The growth of
immersive
experiences:
Immersive experiences
evolved from a novelty
to utility
05
The heightened
expectation of
seamless purchase
experiences:
Festive shoppers expect
the buying process to be
frictionless
01The home for personalized discovery :
Indians discover their loved brands on Facebook
5 Insights which can help turn the discovery into demand
DISCOVERY
DEMAND
2. FROM DISCOVERY TO DEMAND
04

5. Indians discover
their loved brands
on Facebook
2.1 THE HOME FOR PERSONALIZED DISCOVERY
05

6. PinterestTwitter
SnapchatYouTubeFacebook
Google Search
06
0
20
30
40
50
60
70
80
100
10
90
Global Media Study, Platforms by Ipsos. (Facebook-Commissioned online study of over 25,000 people ages 18-64; internet
population monthly users of mobile internet in AU, BR, CA, DE, FR, IN, JP, KR, UK and US), Oct-Nov 2020.
Unless specified as Facebook app, "Facebook" refers to Facebook app + Instagram
Of users associate
Facebook app with
building
community
% of
users
Keep up with friends
and family
Experience everyday
moments togetherBuilds communityExperience big
moments together
FESTIVE SEASONIS ALL ABOUT TOGETHERNESS.
Facebook is where people go to connect

7. 10
20
30
40
50
60
70
% of
users
80
90
Global Media Study, Platforms by Ipsos. (Facebook-Commissioned online study of over 25,000 people ages 18-64;
internet population monthly users of mobile internet in AU, BR, CA, DE, FR, IN, JP, KR, UK and US), Oct-Nov 2020
Unless specified as Facebook app, "Facebook" refers to Facebook app + Instagram
Facebook provides a personalized environment
Of users associate
Facebook with
feels personalized73%
Of users associate
Facebook with feels
personalized
73%
07
For people
like me
Feels
personalized
The content creates a
personalized experience
FacebookTwitterYouTube PinterestGoogle SearchSnapchat

8. Of online shoppers who use Facebook platforms weekly:
Source: 1 Facebook IQ Source: “Discovery-Led Shopping Study” by GFK (Facebook-commissioned online survey of 1,100 people ages 18+ in India, Q3 2020). Qualifying
respondents made an online purchase of beauty, furniture, electronics and/or apparel in the past 3 months at the time of the study.
MOMENTS OF DISCOVERY HAPPEN ON FACEBOOK
83
77
64
47
0
10
20
30
40
50
60
70
80
90
FacebookSearchEcommBrand/retailer
website
who discover new brands or products online
typically discover on a Facebook platform1
83%
08

9. 09
96%
surveyed Indians say they ultimately
purchased the fashion, beauty, furniture
or consumer electronic product they
discovered on the platform3
Facebook IQ Source: “Discovery-Led Shopping Study” by GFK (Facebook-commissioned online survey of 1,100 people ages 18+ in India, Q3 2020). Qualifying
respondents made an online purchase of beauty, furniture, electronics and/or apparel in the past 3 months at the time of the study.
Of online shoppers who use
Facebook platforms weekly,
MOST FACEBOOK DISCOVERIES LED TO PURCHASES

10. 10
Facebook is a lead platform for discovery and
inspiration across categories during festive season
Diwali Seasonal Moment Study by YouGov : Base: Shoppers –Gen Z/Millennials and Gen X/Boomers –Ecommerce (998/399); CPG (711/318); Entertainment
(433/152); Travel (155/50); Tech and Telco (616/184); Food and beverage (404/183).
Q301/Q302. Which of the following places, if any, have you discovered ideas or browsed for inspiration for Diwali, i.e.for gifts or items for your home etc?
E-COMMERCE
59%
41%38%37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FFOASeCommerce
websites
TVSearch
TECH AND TELCO
77%
51%
44%39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
FFOASTelevisionSearchecommerce
websites
70%
56%
46%44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FFOASeCommerce
websites
SearchTV
TRAVEL
ENTERTAINMENT
48%
31%31%29%
0%
10%
20%
30%
40%
50%
60%
FFOASeCommerce
websites
Search
engines
TV
69%
39%38%37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
FFOASSearchTVecommerce
websites
FOOD AND BEVERAGE
66%
52%47%46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FFOASeCommerce
websites
TVSearch
CPG (INCL. FOOD)

11. 11
Source: 1: Kantar COVID Barometer-India: Wave 5 Wave 1: March’20, Wave 5: May’21 TG: 18+, NCCS AB across 25 cities & 16 states
Source: 2 Diwali Seasonal Moment Study by YouGov, Base (All promotion shoppers): 2020 (1,496)
Q517. How did you find out about any of the discounts and offers available during this seasonal discount sale?
Festive shoppers seek discounts and FFOAS leads
discovery of festive offers and discounts
of consumers agree that
they pay attention to
prices1
67%
65%
50%49%48%
42%41%
35%34%
28%25%
Net FFOASYouTubeTelevisioneCommerce
Websites
FacebookWhatsAppSearch
Engines
InstagramIn-person
Conversations
Store
Websites
53%
67%
Mar'20May'21
consumers discover
discounts on FFOAS265%

12. 2.1 Insight
Solutions
Indians discover their loved brands
on Facebook
Lay the foundations for a personalized shopping experience
with Facebook pixel and app SDK.01
LEARN MORE ABOUT FACEBOOK PIXEL
LEARN MORE ABOUT APP SDK
Maximize relevance and performance with Conversions API. The
Conversions API tool creates away to connect with Facebook
directly from your server, reducing your reliance on cookies02
LEARN MORE ABOUT CONVERSIONS API
Use flexible campaign parameters to maximize the benefits of
machine learning.03
LEARN MORE ABOUT LIQUIDITY AND AUTOMATION
Marketer Opportunity
Leverage the Facebook platforms to reach audience at
scale and enable personalised discovery
12

13. Bournville improves purchase
intent with personalized ads
Mobile optimized videos personalized for five personas:
People interested in fitness, music, movies, shopping,
and international travel.
+2.5pt
TOP OF MIND
AWARENESS
+4.6pt
AD RECALL PURCHASE
INTENT
+1.6pt
Clean and Clear enabled brand
discovery among teens by
leveraging Instagram
AD RECALL AMONG
13-17YR OLD GIRLS
+6.2pt
+2pt
LIFT IN MESSAGE
ASSOCIATION
33%
LOWER COST PER
INCREMENTAL
AD RECALL
https://business.instagram.com/success/clean-and-clear/
CASE STUDIES

14. People are craving for
connections with each
other and brands
2.2 THE RISE OF SOCIAL VIDEO
14

15. 15
Source: 1. Global Media Study, Video by Ipsos (Facebook-Commissioned online study of 2,500 people ages 18-64; internet population monthly users of mobile internet & monthly
video viewers in IN), Oct-Nov 2020. UNLESS SPECIFIED AS FACEBOOK APP, "FACEBOOK" REFERS TO FACEBOOK APP + INSTAGRAM
Source: 2. “Understanding the value of Facebook Watch” by CrowdDNA(Facebook-commissioned survey study of 3,000 people ages 18+ in US who indicated watching publisher
videos on Facebook at least once a week), Oct 2019. Publisher Video includes videos from leading publishers and creators. Does not include video posted by users, or live video
coverage of an event. *Said they share at least some of the time, to friends or the public, or offline among family, friends, and other people they know.
Viewers say they watch videos at
least once a week on Facebook &
Instagram188%
Of those who watch publisher
videos on Facebook, share it294%

16. 16
People watch video on Facebook (FB+IG) to
connect with each other and with brands
Why people watch video: for connection1
Source: 1,2. Global Media Study, Video by Ipsos (Facebook-Commissioned online study of 2,500 people ages 18-64; internet population monthly users of mobile internet & monthly video
viewers in IN), Oct-Nov 2020. UNLESS SPECIFIED AS FACEBOOK APP, "FACEBOOK" REFERS TO FACEBOOK APP + INSTAGRAM
There are 4 need states for people to watch video on Facebook, and Connection is
one of the needs. The other 3 needs are Entertainment, Be Informed and Escape
viewers watch video on
Facebook to connect with
brands
24%
41%More than Snapchat
Among 18-34
Why people watch video: to connect with brands2
~1/3
More than YouTube
Among 18-34
% OF USERS
0
10
20
30
40
50
020406080100
Brand Connection
For connection
NetflixPrime Video
SnapchatYouTubeFacebook
Disney
Hotstar
TV

17. 2.2 Insight
People are craving for connections
with each other and brands
Marketer Opportunity
Create positive ad experiences through relevant video
content enabled by Facebook’s machine learning
Solutions
Build seamless video experiences with Instream and Instream Reserve
LEARN MORE ABOUT INSTREAM
LEARN MORE ABOUT INSTREAM RESERVE
Leverage FB/IG Live products for product demos
TIPS FOR FACEBOOK AND INSTAGRAM LIVE
Attract shoppers’ attention and create immersive experiences
with Stories ads.
LEARN MORE ABOUT STORIES ON FACEBOOK
LEARN MORE ABOUT STORIES ADS ON INSTAGRAM
17

18. 18
SAVLON’S INSTREAM CAMPAIGN
DROVE BRAND AWARENESS FOR
A NEW LAUNCH
AASHIRVAAD ATTA’S
INSTREAM CAMPAIGN
DROVE BRAND SALIENCE
Lift in brand
awareness
15 PT
Lift in ad recall
9 PT
5 PT
lift in message
association
Increase in Message
Association
16PT
3 PT
79%
Video View
Completion Rate
Lift in Ad RecallLift in brand
awareness
+3.8 PT
+19%
Increase sales for the
Click 2 Wealth
product (for January
2021, as compared
to December 2020)
HDFC’S INSTREAM RESERVE
CAMPAIGN DRIVE SALES OF
INSURANCE PRODUCT
https://www.facebook.com/business/success/savlon-india
https://www.facebook.com/business/success/aashirvaad-atta
https://www.facebook.com/business/success/hdfc
CASE STUDIES

19. Festive shoppers
seek shopping
recommendations
from influencers
2.3 THE NEED FOR A FRIENDLY ADVICE
19

20. 43%27%34%44%
HELPS ME DISCOVER NEW PRODUCTS/SERVICES
Influencers play a vital role in the
discovery and purchase process
Global Media Study, Platforms by Ipsos. (Facebook-Commissioned online study of 25,004 people ages 18-64; internet population monthly users of
mobile internet in AU, BR, CA, DE, FR, IN, JP, KR, UK and US), Oct-Nov 2020
DISCOVERY
Preferred source of brand communication
50%Brand itself
Celebrity
Influencer
Users &
communities39%22%31%49%
HELPS ME DECIDE WHETHER I SHOULD BUY A PRODUCT/SERVICE
PURCHASE
DECISION 45%
NET: Creators
(Celebrity OR Influencer)
20

21. 21
Type of influencer content shoppers like to see more of
during Diwali on Instagram/FB live
Festive shoppers discover best deals
through FB/IG live sessions of influencers
37%
36% 36% 36%
43%
40% 40%
39%
Where to find the best dealsContents that emphasize people
coming together
Videos that get into the mood of
holiday
Fun/Entertaining
Instagram LiveFB Live
Base: Diwali Seasonal Moment Study by YouGov .Diwali shoppers (1,692): Gen Z & Millennials (1,234), Gen X & Boomers (458)
Q. What types of influencer content do you like to see more of during holiday season on each of these platforms?

22. 22
Instagram ranks #1 for the most important and
impactful channel for influencer marketing
Which social media channels are most important for influencer marketing?
1%
3%
4%
15%
19%
33%
44%
45%
70%
89%
TWITTER
OTHER
FACEBOOK
BLOGS
INSTAGRAM
YOUTUBE
LINKEDIN
PINTEREST
TWITCH
SNAPCHAT
Source: https://www.bigcommerce.com/blog/influencer-marketing-statistics/#what-is-influencer-marketing

23. 2.3 Insight
Festive shoppers seek shopping
recommendations from influencers
Marketer Opportunity
Give scale to your festive campaigns by partnering with macro-
influencers and micro-influencers for your festive campaigns
SolutionsExpand your reach and retain authenticity of creator campaigns
through branded content ads
LEARN MORE ABOUT BRANDED CONTENT
23

24. 24
Spotify drove playlist adoption by
partnering with creators
Swiggygenie built awareness of the
product through influencers on IG
Red Label evoked brand love for its
#LetsUnstereotypeIndia campaign
leveraging creators
1.8 PTS
Lift in action intent
22%
Growth in
streams
6.9 PTS3.6 PTS
Lift in ad recallLift in top of mind
awareness
Lift in
ad recall
8.7 PTS3.8 PTS
Lift in message
recall
https://business.instagram.com/blog/love-runs-deep
CASE STUDIES

25. Immersive experiences
evolved from a novelty to
utility for festive shoppers
2.4 THE GROWTH OF IMMERSIVE EXPERIENCES
25

26. 26
Virtual experiences brings products
closer to festive shoppers
Clothes &
Accessories
Healthy &
BeautyCarsMobile
Phones
58%59%64%59%
% Festive shoppers influenced by virtual demos (category –wise)
Base: Diwali Seasonal Moment Study by YouGov. Base –Diwali category shoppers; Cars (172), Mobile Phones(650), (Clothes & Accessories
(879), Health & Beauty (592)

27. 27
Year over year growth
of membership in
Facebook Groups
related to AR/VR1169%AR can help bridge
the gap between
online and offline281%
Source: 1. FACEBOOK DATA, GLOBAL, BASED ON ENGLISH AND NON-ENGLISH LANGUAGE KEYWORDS, JAN 2019–DEC 2020.
Source: 2,,3,4 Emerging Trends Research” (Facebook-commissioned survey of 12,500 online people ages 18–64 in AR, AU, BR, CO, GB, ID, IN, MX, NG, PH,
SA, TH, US, VN) by Ipsos, Sep 2020. In all markets, N=1,000, except for benchmark markets (AU, GB, US), where N=500.
Augmented Reality
is creating a new
path to customer
engagement and
conversion
AR is a fun way to
interact with brands381%Open to brand-led
features in AR492%

28. 28
Source: Share of pixel conversions on Facebook and Instagram during the Diwali season, within the date range: 1 Sep 2020 to 31 Dec 2020
Conversion/pixel data relates to all offsite purchase conversions visible to Facebook’s family of apps. E.g.where a user sees an ad for a product on Facebook, then
purchases that product on a website that has the Facebook pixel installed.
KEY SALES EVENTS = BIG BILLION DAYS (16-21 OCTOBER)
Key Solutions
Use FB/IG Live and partner with
influencers for product demos
TIPS FOR FACEBOOK AND INSTAGRAM LIVE
Make digital discovery feel real with
the power of AR technology.
LEARN MORE ABOUT AR ADS
Innovation: Get creative with
attention-grabbing Reels.
LEARN MORE ABOUT REELS
LEARN MORE ABOUT ADS THAT LINK TO REELS
2.4 Insight
Immersive experiences evolved from a
novelty to utility for shoppers
Marketer Opportunity
Bridge the gap between online and offline shopping through immersive
brand experiences

29. 29
New Vivo V19 unboxed
through AR
Vodafone idea created buzz around new
campaign using AR
One Plus launched a new phone
through AR ads
+9.5 PTS
Ad recall vs
Vertical Norm
6.3pts
3X
Ctr vs Historical
Average
1.6 PTS1.9 PTS
TomAwarenessConsiderationLift in
Favorability
2 PTS3.9 PTS
Lift in attribution
to one plus as an
innovative brand
CASE STUDIES
https://www.facebook.com/business/success/2-oneplus
https://www.facebook.com/business/success/vivo-india

30. Festive shoppers
expect the buying
process to be
frictionless
2.5 THE HEIGHTENED EXPECTATION OF
SEAMLESS PURCHASE EXPERIENCES
30

31. 31
Unabated growth in the adoption of conversational commerce
GROWTH IN NEW
USERS
# of users in each time period
indexed to Pre Covid levels
1.3
1.2
1.4
Buying from chat groups
HIGHER FREQUENCY IN PRE-
COVID USERS
Net (pre-COVID users who increased
frequency minus those who decreased
frequency)
5862
73
Buying from chat groups
1st Covid Wave
(Mar '20-Aug '20)
Cooling off
(Oct 20-Mar '21)
2nd Covid Wave
(Apr '21 onwards)
Source: BCG Consumer Sentiment Survey. Note: Question text: Please look at this list and tell me when all have you done this
activity? Scores indexed to Pre-Covid levels Representative of Metro tier 2, SEC AB population.
Source: BCG COVID-19 Consumer Sentiment Survey: Wave 6 23rd 28th May "21 (N-4000)
Conversations with businesses simplify customer
experience and enable more buying opportunities

32. 32
Reasons for using messagingservice
80%
8 in 10 Diwali shoppers messaged a business when shopping, with messaging
services used primarily to provide a frictionless shopping experience
36%
40%
41%
43%
45%
46%
50%
FEEDBACK
PRODUCT DETAILS
SHIPPING DETAILS
TRACK MY ORDER
PRODUCT PURCHASE
STORE INFORMATION
RESOLVE ISSUE
Messaged a
business when
shopping
Base (Diwali shoppers): Diwali Seasonal Moment Study by YouGov All (1,692), Used a messaging service (1,303) Q304.
Have you messaged a business during the holiday season using any of these services? Q305. Why did you use a
messaging service to message the businesses?
+2pp YoY

33. Key Solutions
Simplify purchase experience through CTX solutions
LEARN MORE ABOUT CLICK TO MESSENGER ADS
LEARN MORE ABOUT CLICK TO WHATSAPP ADS
2.5 Insight
•Festive shoppers seek seamless buying
experiences
Marketer Opportunity
•Simplify shopping experiences –from discovery to purchase on FFoAS
•Leverage conversational tools to collapse the marketing funnel and
drive purchases
Help your products find the right people.
Re-engage people about the products they've browsed on
your website/ app but didn't purchase.
Reach and retain people who have expressed an interest in
your products
LEARN MORE ABOUT DYNAMIC ADS FOR BROAD AUDIENCES
Create delightful and frictionless shopping experiences
UNDERSTAND THE NEW FRICTION POINTS IN-STORE AND ONLINE
LEARN MORE ABOUT DYNAMIC ADS
LEARN MORE ABOUT DYNAMIC ADS FOR RETARGETING
33

34. 34
Lenovo drove efficient customer
acquisition through ads that
Click to Messenger
14%
Lower cost
per lead
35%
Higher reach from
ads that click to
messenger
More conversions
(compared to not
using Whatsapp)
3.5X$2.5 M
In attributable
revenue to ads that
click to Whatsapp
Flipkart created a
conversational experience with
ads that click to WhatsApp
AU bank acquired new leads of
NRI customers through ads that
Click to Messenger
2X2.2X
More NRI accounts
opened through
ads that click to
messenger
Higher conversion
rate through ads
that click to
messenger
MyGlammused dynamic ads to
reach more beauty shoppers and
encourage purchases
51%
Lift in sales with
Dynamic ads
92%
Incremental reach
https://www.facebook.com/business/success/lenovo-india
https://www.facebook.com/business/success/myglamm
https://www.facebook.com/business/success/flipkart
https://www.facebook.com/business/success/au-small-finance-bank
CASE STUDIES

35. Summary: 5 Insights which can help
turn the discovery into demand
DISCOVERYDEMAND
The rise of social video:
People are craving for connections
with each other and businesses
The need for a friendly advice:
Festive shoppers seek shopping
recommendations from influencers
05
The growth of immersive
experiences:
Immersive experiences evolved from
a novelty to utility
The heightened expectation of
seamless purchase experiences:
Festive shoppers expect the buying
process to be frictionless
0203
04
The home for personalized
discovery :
Indians discover their loved
brands on Facebook
01
83% who discover new brands and
products online typically discovery
on Facebook1
~1/3people watch video on Facebook
to connect with brands2 ~6/10festive shoppers find influencer
videos helpful in purchase decisions3
~81%people think AR can help bridge
the gap between online and offline4
~8/10shoppers messaged a business
for festive shopping last year5
Sources: 1 Facebook IQ Source: “Discovery-Led Shopping Study” by GFK (Facebook-commissioned online survey of 1,100 people ages 18+ in India, Q3 2020). Qualifying respondents made an online purchase of beauty, furniture, electronics
and/or apparel in the past 3 months at the time of the study. 2 Global Media Study, Video by Ipsos (Facebook-Commissioned online study of 2,500 people ages 18-64; internet population monthly users of mobile internet & monthly video viewers in IN),
Oct-Nov 2020. UNLESS SPECIFIED AS FACEBOOK APP, "FACEBOOK" REFERS TO FACEBOOK APP + INSTAGRAM3 Diwali Seasonal Moment Study by YouGov Base –Diwali category shoppers; Cars (175), Mobile Phones(650), (Clothes & Accessories
(879), Health & Beauty (592) 4 Emerging Trends Research” (Facebook-commissioned survey of 12,500 online people ages 18–64 in AR, AU, BR, CO, GB, ID, IN, MX, NG, PH, SA, TH, US, VN) by Ipsos, Sep 2020. In all markets, N=1,000, except for
benchmark markets (AU, GB, US), where N=500.5 Diwali Seasonal Moment Study by YouGov All (1,692), Used a messaging service (1,303)

36. 36
Base (Shoppers): Diwali -(1,692). Heavy (487), medium (517), Light (688)
Q101. When do you start your Diwali shopping?/ Q5. In total, how much do you plan to spend on shopping for holiday this year?
Q528a. How far in advance of the $holiday period do you start planning what you will need to buy for yourself, your home and
family in the following categories
33%
25%
21%20%
16%13%
70%
66%65%63%62%
49%
Across categoriesMobile phonesElectronicsHealth & beautyApparel/fashionFood and
beverage
by Septemberby October
Start early, and inspire consumers by enabling discovery of their loved products.
WHEN SHOPPERS START PLANNING
THEIR FESTIVE PURCHASES
1/3
festive shoppers start
planning the purchases
by September
3. START EARLY, STAY NIMBLE

37. Start
planning
now
Maximise festive
sales by driving
discovery on
Facebook
&