Facebook clicks like on its new friend in TV advertising - Brand Index

Stephan Shakespeare
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In mid-February Facebook rolled out TV adverts (Source: Corbis)
With 1.3bn users worldwide, you could be forgiven for thinking that Facebook was not in urgent need of an advertising campaign.

However, for the first time in the UK, that is exactly what it has launched.

In mid-February, the social media titan rolled out TV adverts as part of a wider campaign, highlighting the nature of connecting with a “friend”.

YouGov BrandIndex indicates how memorable the campaign is proving among the public. Our Ad Awareness metric – whether a respondent has seen an advert in the past two weeks – shows that there has been a solid improvement among all respondents with the score rising from 4.9 per cent to 15.3 per cent.

And among its target audience – the 18-34 year olds – the score has risen from 3.5 per cent to 24.9 per cent. Among those who say that they post on Facebook once a day, there is another striking increase – from 3.5 per cent to 24.1 per cent.

So why has the seemingly successful Facebook even launched the campaign? Some speculate that it is to “freshen” and to keep it relevant in the face of increased social media competition.

Our YouGov Impression metric indicates that the adverts are helping to shift perception of the brand. Overall, the score on this metric among all respondents has risen from 6.1 per cent to 15.3 per cent since mid-February. Among the target group, it’s risen from 15.9 per cent to 25.8 per cent, and 61.4 per cent have posted at least once a day.

It is clear that the adverts are proving to be the magic combination of memorable and impression shifting.

How Facebook looks to incorporate new campaigns in the years ahead will be one key factor in its continued success or otherwise.

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