Dive Brief:
- Taking the top Facebook "Blue Award" honors for creativity were the ALS Ice Bucket Challenge and Procter & Gamble's Always' "Like a Girl" campaigns.
- Facebook revealed its creative ad awards in an announcement timed to coincide with the Cannes Lions International Festival of Creativity.
- Winners were chosen from a pool of 2,700 entries by a panel of 18 Facebook and advertising industry executives -- and neither of the two winning campaigns fall under "traditional" advertising.
Dive Insight:
The most effective campaigns on Facebook and Instagram don’t feel like traditional advertising -- which is exactly the point the social network is trying to drive home by recognizing the success of creative campaigns.
“The way brands build on Facebook and Instagram has evolved from last year, because people have evolved. We are building for where people are, not for where they were," Facebook Chief Creative Officer Mark D’Arcy said in a Facebook blog post.
In the blog post, Facebook explained brands need to be attentive to "building rich and immersive stories" when it comes to social marketing.
