"By optimising its TV commercial for mobile, Toyota was able to achieve 26-point lift in ad recall, an 11-point lift in brand perception that Toyota is "stylish," and awareness of its new features, all at 50% lower cost per lead compared to other platforms," said Rafael Guida, head of Creative Shop for Southeast Asia at Facebook, to The Drum.
So, what did Toyota do? When the car maker wanted to raise brand awareness for its Corolla Altis model in Thailand it revamped its TVCs for a mobile audience. The brand's Facebook and Instagram feeds saw a variety of ad formats. It, then, played with speed and front-loaded its shortened videos with branding and messaging that highlighted key specs to capture people's attention quickly on mobile.
Brands like McDonald's, Nestle, Lazada and Magnum too have created successful mobile ad campaigns with the help of Facebook's Creative Shop. Will many other brands follow?