Hoping to Target Marketers, Facebook Launches Its First Global B2B Ad Campaign Focused on Growth

Discover Growth aims to reach brands on and off the platform


Today, Facebook launched Discover Growth, its first global business-to-business ad campaign to focus on growth marketing via the social network.

Discover Growth will kick off with a 30-day ad campaign in the U.S., targeting both direct-response marketers and traditional brands, and it will run on and off the Facebook platform.

The on-platform portion will consist of one ad per day on Facebook, Instagram and the Facebook Audience Network. The ads will be a mix of video lead ads and link ads—complete with relevant direct-response data and insights—directing marketers to sign up or go to fb.me/growth for more information.

Marketers who sign up via lead ads will receive four weeks of direct mailings from Facebook with more information on how they can attract new customers via the social network. At the end of that 30-day period, they will be served a Collections ad, allowing them to “shop” for a complimentary gift.

And the campaign’s off-platform portion will be made up of print ads in industry trade publications and digital ads on performance marketing websites.

Facebook offered the following examples of daily insights that will be featured in its ads:

  • There are 50 million coffee addicts on Facebook. Get more people buzzing for any brand. Your new customers are waiting. Find them on Facebook.
  • There are over 10 million vegans on Facebook. That is one meaty audience. Your new customers are waiting. Find them on Facebook.

“People are spending more time and consuming more information on mobile than ever before, and it has changed the way people discover, engage with and purchase from a business,” Facebook North America marketing director Michelle Klein explained in an email.

“As a result, there is no longer a “moment of truth” in the customer journey. The purchase cycle has been completely turned on its head, and “the moment” happens at any point in time. That’s why Facebook is launching the Discover Growth campaign—to help marketers and agencies tap into these shifts in consumer behavior to grow their business, particularly as they prepare for the busiest retail period of the year this coming holiday season.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.