Facebook has announced the launch of a new programme targeted at helping advertisers reach users in high-growth countries like Kenya and South Africa. The social network called it Creative Accelerator, which is designed to help brands unlock the power of personal storytelling in the target countries.
“Since Africa is mobile-first and in many cases mobile-only, we are particularly excited about reaching its massive base of feature and smartphone users with targeted marketing,” said Fergus O’Hare creative director of Facebook Creative Shop.
Facebook is working with seven clients — including Durex, Nestle and Coca-cola — and their agency partners in India, Indonesia, South Africa, Kenya and Turkey to bring brands’ stories to life as it seeks to help establish best practices for high-growth countries by developing campaigns tailored to the people in each country and the devices they use to experience Facebook.
The social network has a success story in Kenya, East Africa’s largest economy where it partnered with Coca-Cola Kenya’s creative agency, South Africa-based McCann, to create a campaign across all device and connection types in the country. The programme is made to take bandwidth into account when targeting the ads, so as to ensure advertisers only deliver messages to people who are able to receive it.
Other brands Facebook will be partnering with are Samsung, Axe, Virgin Mobile and Lifebuoy.