The social network highlighted the following trends among this year’s entries in an email to SocialTimes:
- More than three-quarters of winning entries from Europe and the Middle East included a video component, with that figure reaching 80 percent in the Asia-Pacific region and trending high in Latin America, as well.
- Campaigns from the Asia-Pacific region continued to use humor to drive attention and engagement.
- Purpose-led marketing, or campaigns that urged people to do something noble, performed strongly.
- Brazil had previously dominated Latin American entries, but Argentina, Peru, Venezuela and other countries joined the fray in 2016.
- More than 600 small and midsized businesses took advantage of the new Small Business category.
- The new Innovation category drew more than 100 entries.
- And the new Best Use of Facebook Platforms category saw more than 450 entries.
The Facebook for Good Award, which recognizes excellence in campaigns for charitable and nonprofit organizations, went to Ogilvy & Mather Chicago for its Give Me a Heart campaign for Donate Life America.
The Small Business winner went to Squatty Potty for its The Unicorn Changed the Way I Poop campaign.
Global Gold winners were:
- The Subaru Make a Dog’s Day Initiative, Carmichael Lynch for Subaru of America.
- Unsuitable Journey, Whybin and TBWA Sydney for M.J. Bale.
- Ariel—Share the Load, BBDO India for Proctor & Gamble India.
Best Use of Facebook:
- SONIC #SquareShakes, Goodby Silverstein & Partners for SONIC Drive-In.
- The Kidsbook Collection, Itaú/Africa.
- Silent Ads, CP+B for Hotels.com.
- The Boys, Clemenger BBDO Melbourne for Pacific Brands Underwear.
Details on these campaigns–as well as a list of the Silver, Bronze and Shortlist winners—are available here.