Facebook Live Multiplatform Ad Campaign Launches Sunday

Facebook announced a multiplatform ad campaign Friday aimed at promoting awareness of and driving usage of its Facebook Live livestreaming feature.

Facebook announced a multiplatform ad campaign Friday aimed at promoting awareness of and driving usage of its Facebook Live livestreaming feature.

News of the campaign broke late last month in a report by Deepa Seetharaman of The Wall Street Journal.

The campaign will launch Sunday in the U.S. and U.K., and it will include both television ads and out-of-home spots such as billboards and bus wraps. Digital spots, both on and off Facebook, will also be used. Images and videos are included below.

The Factory, the social network’s in-house creative team, developed the campaign.

Facebook said in an email to SocialTimes that the number of users livestreaming via Facebook Live at any given minute has grown fourfold since May, adding that Facebook Live has now been used on all seven continents and in outer space.

While Facebook Live originated as a feature for celebrities and public figures, Facebook pointed out that “the vast majority” of Facebook Live videos come from average users, adding that Facebook Live videos spark 10 times more comments than regular videos.

Facebook chief marketing officer Gary Briggs described the campaign in a post:

We designed our campaign to reflect the authenticity of Facebook Live. All of the content for the campaign—every video, every image—was shot using Facebook Live on a phone. Many of the videos you’ll see in our TV spots are from real people around the world, and none of the dialogue was scripted. The ads highlight all kinds of moments captured on Facebook Live: the everyday, the exciting, and the quirky.

Readers: What are your initial thoughts on Facebook’s new campaign?

FaceboookLiveUSUKCampaignWaterlooMotion from SocialTimes on Vimeo.

FacebookLiveCampaignSayItUS from SocialTimes on Vimeo.

FacebookLiveCampaignHiddenTalentUS from SocialTimes on Vimeo.

FacebookLiveCampaignUSUKWeekendGetaway from SocialTimes on Vimeo.

FacebookLiveUSUKCampaignKidHaircut from SocialTimes on Vimeo.

FacebookLiveUSUKCampaignLightning from SocialTimes on Vimeo.

FacebookLiveUSUKCampaignSunshine from SocialTimes on Vimeo.

FacebookLiveUSUKCampaignTeddy from SocialTimes on Vimeo.

FacebookLiveUSUKCampaignBaggageClaim FacebookLiveUSUKCampaignBus FacebookLiveUSUKCampaignBusShelterAnimal FacebookLiveUSUKCampaignBusShelterFriends FacebookLiveUSUKCampaignBusShelterGyro

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