Coke studio campaign breaking new ground with Facebook’s slideshow Ad

“Campaign of the Year” recipient Coca-Cola, and their award winning digital marketing agency, Sponge debuted an innovative new slideshow ad in Nigeria which over-delivered on reach by one million.
The five page Facebook slideshow created by leading digital marketing agency, Sponge used both images and text to tell powerful stories about ‘Coke Studio Africa Season 3’, targeting older phones with slower internet connection speeds.
“Our focus at Sponge is to constantly find and develop innovative ways to reach our client’s audience digitally, regardless of digital barriers such as internet penetration and low smartphone usage”, says Oti Ukubeyinje, Media Director at Sponge.
Coke ran Slideshow ads to promote its ‘Coke Studio Africa’ TV show, using shots taken from the TV show to create photo slides. According to Facebook, it reached 2 million people, twice the company’s original target of 1 million.
“The Facebook Slideshow ad is one of such great examples where Sponge has been able to participate in one of many new product development processes; given that we were opportune to be the agency selected by Coca-Cola in Africa to test run this new ad product by Facebook,” Ukubeyinje added.
In an attempt to adapt to the global increase in access to the internet and consequently rapid increase in Facebook users, the social media success has decided to create a more data friendly way of advertising for marketers.  The new Facebook Ad Unit has made use of slideshows in order to curb the issue of slow streaming.
After running the test for two weeks, the stats reflected a significant increase in engagement rates relative to the standard image and video ads that have been run on Facebook. Interestingly, the test proved that this means of advertising may be more cost efficient as the cost per engagement was equally lower than the average for other formats.
A similar test was run in Kenya and the results showed a lift in brand resonance amongst those who were exposed to the ad compared to the control group who weren’t exposed to the Slideshow Ads.