Facebook is allowing a new ad type in its yearly awards: Instagram campaigns. The Facebook Awards started taking submissions last week, and for the first time, Instagram ads are up for consideration, the social network said.
This is the fourth year Facebook is hosting the ad awards, and Adweek will be following along every step, from submissions to finalists to winners in June, when the ad world readies for the Cannes Lions International Festival of Creativity.
Facebook's awards offer a look at the evolution of social media advertising, which has given brands new ways to show off creativity, and new technology and data to drive campaigns. Last year's winners included brands like Wendy's and Newcastle Brown Ale, and creative agencies like Saatchi & Saatchi, 72andSunny, BBDO, DDB and Leo Burnett.
"They look for brilliant, inspired work that changes the way the industry approaches content publishing and sets the bar at new heights," Facebook said on its website requesting entrants.
The judges on Facebook's Creative Council include industry leaders such as David Droga, founder of Droga5. Submissions are due by April 1, and there will be an awards party set for June 24 in Cannes.
Advertisers can enter six categories (Instagram submissions are only allowed in one of them). "[Judges] will weigh the core insight that drove the campaign, the value the content offered the consumer, and how well it met the proposed business objectives," Facebook said.
Here's a look at the categories and criteria:
- Integrated Campaign: The best campaigns will likely be the ones that had Facebook at their cores but spanned multiple channels, weaving a creative, data-driven narrative.
- Craft: Instagram ads are welcome here. The category will recognize the best use of photography, film, copywriting or user experience/design.
- Social Technology: This is for apps or other digital properties developed for a campaign, with Facebook playing a supporting role.
- Media Strategy: This will recognize the best use of data and insights to attract the largest possible audience for a given campaign.
- Facebook for Good: Charitable and non-profit organizations using Facebook to spread their messages are eligible.
- New Frontiers: This calls for campaigns that ran in emerging markets like India, Latin America, Africa and the Middle East.