Coaching Manual

The World Cup is the pinnacle of

every footballer’s career. But it’s
also a massive moment for brands
– an opportunity to play on the
biggest stage of them all. In the
past that stage has been television;
in 2018 it will be mobile.

Over 1.3b people access Facebook
on a mobile device every day around
the world, while over 800m log in to
Instagram every month. Millions of these
people are passionate about football, and
millions more will be following along as
World Cup fever sweeps the globe.
This coaching manual is designed to help
you turn that opportunity into action. In
it you’ll find information, insights and key
facts that will be critical to setting up,
running and measuring effective
campaigns on Facebook.
This isn’t a checklist – and there are
no guaranteed outcomes. But as any
winning team will tell you, getting
the basics right is the fundamental
foundation for a successful tournament.
Source: Facebook and Instagram internal data, Q2 2017

1.3b 800m
2 FA C E B O O K A N D I N S TA G R A M

people access Facebook on a people log in to Instagram

mobile device every day every month
 OVERVIEW

Football on Facebook
and Instagram

650m
people on Facebook are
connected to a sports page +400m
football fans on Facebook

165m
+140m
sports fans on Instagram

football fans on Instagram

3x
3 FA C E B O O K A N D I N S TA G R A M

more football fans than the next nearest

sport on Facebook and Instagram

Source: Facebook and Instagram internal data, Q2 2017

 OVERVIEW

Setting the Bar

The 2014 World Cup on Facebook

350m
people joined the conversation about the
World Cup on Facebook 3b
posts, comments and likes

88m
related to the tournament

250m
people joined the conversation about
the World Cup final – a record

posts, comments and likes

1.07x
related to the final
4 FA C E B O O K A N D I N S TA G R A M

increase in daily engagement on

Facebook globally on the day of the final

Sources: Facebook internal data, July 2014;

Facebook internal data, 2014-2016. Interactions
per person indexed on the final day of the event
Consumer
Insights
Fundamentals
Mobile is the most personal and ubiquitous device we’ve ever
known, which is why all great campaigns on Facebook and
Instagram start with people – with their habits, desires and needs.
We’ve observed three key consumer trends that all brands needs
to be aware of as they plan their summer strategies. In addition,
we’ve identified three core customer segments brands should
consider engaging on Facebook and Instagram.
 CONSUMER INSIGHTS FUNDAMENTIALS

The Big Match

on the Small Screen

Consumer Trend #1
Mobile has changed the way we
experience sport. It’s no longer something
that only happens in a stadium or on
television; it’s happening across screens
and devices, with 90% of sports fans
saying they use a mobile device while
watching games. What’s more, our data
shows that mobile usage of Facebook
increases during the commercial breaks
of major TV shows and football matches.

Source: Qualtrics, ‘Live Events’

(Facebook-commissioned study of 5,040
people aged 18-65 in the US), March 2017

90%
6 FA C E B O O K A N D I N S TA G R A M

of sports fans say they use a mobile

device while watching games
 CONSUMER INSIGHTS FUNDAMENTIALS

Get Real
or Go Home

Consumer Trend #2
Mobile has also created new ways for
fans to interact with their heroes, with
players offering privileged access to their
off-field lives through Instagram and
Facebook posts. In fact, 94% of sports
fans on Instagram use the platform to see
the personal side of athletes. This kind of
authenticity is especially important
to Millennial and Gen Z fans.

Source: “Instagram Passions” by Coherency

(Facebook-commissioned study of 1,662
people ages 18–65 in the US), October 2016

94%
7 FA C E B O O K A N D I N S TA G R A M

of sports fans on Instagram use the

platform to see the personal side of athletes
 CONSUMER INSIGHTS FUNDAMENTIALS

Video is the Natural

Language on Mobile

Consumer Trend #3
The rise of mobile has also led to an
explosion in video consumption, with
3x more video uploaded to Facebook
compared to last year. Sports fans
watch twice as much video on Instagram
compared to non-fans. Video is also the
best way to capture attention in the News
Feed, with people spending 5x longer
looking at moving versus static
imagery on Facebook.

Sources: Facebook internal data Q1 2017; Instagram internal

data, August 2016; “Video in Mobile Feed” by Kantar Media
(Facebook IQ-commissioned research), Q3 2016

3x 5x
8 FA C E B O O K A N D I N S TA G R A M

more video uploaded to Facebook longer looking at moving versus static

compared to last year imagery on Facebook
 CONSUMER INSIGHTS FUNDAMENTIALS

Meet
the Fans

01 Match Maniacs
There are 103m Match Maniacs on
Facebook and Instagram. Football
isn’t just an interest for these highly
engaged fans; it’s a lifestyle. They are
predominantly young men who love to
spend their free time getting as close
to the action as possible. They revel in

103m
rivalries with their friends and hate
when the half-time energy dips.

Source: Facebook and Instagram internal data, Q2 2017

02 Homeland Heroes
There are 160m Homeland Heroes on
Facebook and Instagram. For these
moderately engaged fans, their team is
part of their identity and fandom is an
heirloom they pass on. They can’t keep
9 FA C E B O O K A N D I N S TA G R A M

up with every match, but they’ll follow

the ones that matter. Help them

160m
announce their allegiance in a big
way to a bigger audience.

Source: Facebook and Instagram internal data, Q2 2017

 CONSUMER INSIGHTS FUNDAMENTIALS

Meet
the Fans

03 Social Supporters
There are 307m Social Supporters on
Facebook and Instagram. When the
World Cup comes around, they’re looking
for cool ways to show their influence and
jump on the bandwagon. These friends of
fans are mostly female, and they love the
energy of the event rather than the match
day action. Help them savour this social
sporting occasion to the fullest.

Source: Facebook and Instagram internal data, Q2 2017

307m
1 0 FA C E B O O K A N D I N S TA G R A M
Measurement
Fundamentals
Measuring success may sound like the last thing
you do, but it’s actually the first thing you should
think about when it comes to planning activity on
Facebook and Instagram.

First Half
12 Months from Kick-Off
Invest in Mobile Measurement Solutions
If you’re running campaigns on mobile
you need to measure them accurately
– otherwise all your investment will be
wasted. Cookies don’t work on mobile,
which is one reason why last-click
attribution undervalues the role of mobile
in the customer journey. Facebook’s
solutions (and those of our partners)
measure real people across all channels
and devices to give you an accurate
picture of campaign performance.
Implement the Facebook Pixel for
Performance Campaigns
The Facebook Pixel is essential for
tracking online consumer journeys that
start on Facebook or Instagram. It also
helps you build audiences for your ad
campaigns based on actions people
take on your website.
M E A S U R E M E N T F U N D A M E N TA L S
Implement the SDK and App Events for
App Install or Engagement Campaigns
The Facebook SDK and App Events are
essential for tracking online consumer
journeys to and within your app –
whether from Facebook or Instagram.
The SDK also helps you build audiences
for your ad campaigns based on actions
people take in your app. Add the code
to your platforms before your app
development cycle goes into lockdown.
Implement Offline Conversions API
for In-Store Campaigns
With offline conversion measurement on
Facebook and Instagram, you can track
when transactions occur in your physical
1 2 FA C E B O O K A N D I N S TA G R A M
retail store and other offline channels
after people see or engage with your
Facebook ad. This will be essential for
retailers looking to drive food and drink
purchases during the tournament.

Second Half
6 Months from Kick-Off
Get Familiar with Facebook Analytics
You’ll be running plenty of campaigns
between now and the World Cup. With
the Pixel/SDK implemented you’ll be able
to use Facebook Analytics to dig deeper
into customer behaviour on your site or
app using conversion reporting. Use this
data to optimise campaigns and fuel
your World Cup strategies.
M E A S U R E M E N T F U N D A M E N TA L S
Align Creative with Measurement
Objectives for Brand Campaigns
If your creative isn’t aligned with your
measurement objectives then it could
seriously impact the perceived success
of brand campaigns. For instance, if
you’re running a brand lift study on a
video, make sure your key line or brand
image appears within the first three
seconds to ensure it has the best chance
of making an impact or being recalled.
1 3 FA C E B O O K A N D I N S TA G R A M
Creative
Fundamentals
Football tournaments have inspired some of the best
ads of all time. Next summer, millions of people will
discover that work on mobile. Stand out from the crowd
by making sure your creative is fit for feed.
 C R E AT I V E F U N D A M E N TA L S

First Half
12 Months from Kick-Off

Shoot for Feed Get Inspired with Creative Hub

If you’re shooting a campaign for
TV we recommend you also create
specific assets to run in the mobile
News Feed, following our four creative
recommendations.
If you want to know what great creative
looks like on mobile, check out the
gallery on Facebook’s Creative Hub
to start getting inspired.

• Capture Attention Quickly. The best

video ads cut to the chase and aim
to capture attention from the
very first second.

• Build for Sound Off (But Delight with

Sound On). Make it easy for people to
follow what you want to say whether
they’re listening or just watching.

• Tell Taller Tales. Shift your

perspective on the small screen
by embracing vertical video and
getting creative with layouts.

• Play More. We’re still learning

1 5 FA C E B O O K A N D I N S TA G R A M

what works on mobile. Now is

the time to experiment.

First Half
12 Months from Kick-Off
Test and Learn with Creative Insights
You don’t have to wait until you launch
your major summer campaign to test
creative approaches. Use current
campaigns to gather information using
Estimated Ad Recall Lift to get a real-time
insight into which creative is capturing
attention so you can learn and optimise
for future campaigns.
800m
people use Instagram every
month to express their creativity
C R E AT I V E F U N D A M E N TA L S
Find Your Voice on Instagram
Over 800m people use Instagram every
month to express their creativity and
connect with their passions. What’s
more, over 5m businesses worldwide
now use Instagram to tell their stories at
the centre of visual discovery. If you’re
not already one of them, now is the time
to embrace the power of the world’s most
beautiful – and effective – visual platform.
Source: Instagram internal data, Q3 2017
5m
1 6 FA C E B O O K A N D I N S TA G R A M
businesses worldwide use
Instagram to tell their stories
 C R E AT I V E F U N D A M E N TA L S

First Half
12 Months from Kick-Off

Branded Content

On mobile, authenticity counts. One

way of delivering authentic creative is
through branded content. That means
using influencers to extend and amplify
your messages among certain audiences.
Facebook and Instagram’s Partnership
teams can offer advice and guidance
on this approach.

1 7 FA C E B O O K A N D I N S TA G R A M
 C R E AT I V E F U N D A M E N TA L S

Second Half
6 Months from Kick-Off

Edit for Feed Mock it Up for Mobile

Summer campaigns may have been shot Not only is Facebook’s Creative Hub a
by now, but you can still spend time place to get inspired, you can use it to
wisely in the editing suite by making a mock up your Facebook and Instagram
few simple tweaks for mobile. Consider creative before sending it to your phone
making multiple versions of ads with to get a better understanding of how it
small changes to things like running will look in feed. You can share these
order, product focus or even just the mock ups with your team or client
copy. You can split test these ads when for easy feedback.
the campaign starts and allocate more
budget to the best performers. This is
especially useful because people on
mobile love content that’s relevant to
them. So consider whether you can
serve different versions of your ad to
men versus women, fans versus non
fans, parents versus singles, etc.
1 8 FA C E B O O K A N D I N S TA G R A M
 C R E AT I V E F U N D A M E N TA L S

Extra Time
Last-Minute Tips

Optimise for Feed Experiment with Canvas Automation

Even if you didn’t shoot or edit any
mobile-specific creative, it’s still not too
late to make your campaigns fighting
fit for feed. Look at your campaign as a
collection of assets rather than a narrative
arc and ask yourself how those assets
could be brought to life on mobile. For
instance, we recommend a technique
called ‘tiling’ as a way of taking a
30-second TVC and re-imagining it on
mobile as a series of individual ‘tiles’ that
can be run concurrently in a grid format.
That way, you can keep the full 30-second
edit but condense it into half the time.
Looking for a quick hit of creativity
but worried you don’t have the time
or budget? Take advantage of a new
feature in Ads Manager and Power Editor.
Canvas Automation is a tool that scrapes
images and video from your site and
populates them into Canvas – a native
microsite experience within Facebook.
1 9 FA C E B O O K A N D I N S TA G R A M
Partnership
Fundamentals
Facebook and Instagram are sophisticated marketing
platforms that provide solutions for every stage of
the consumer journey. We also have an ecosystem
of partners who can bring even more value
to brands and agencies.
 M PE AA RS TUNR EE RMSEHNI TP FF U
UNND
DAAM
M EE N
N TT A
A LL SS

First Half
12 Months from Kick-Off

Facebook Marketing Partners Automated testing and

optimisation with budget
Facebook Marketing Partners (FMPs)
allocated to high performing ads
are certified partners building the next
generation of tools and services on our
platforms to help your business learn and App Event optimisation and
grow. FMPs can add new thinking and custom metrics for deep
greater scale to many businesses. reporting on app performance
Involve them early to help set up the hard

parts of campaigns, and to inspire you
API to sync Facebook and
with new ideas and insights. Examples of
Instagram ads with TV flighting
tools built by FMPs include:

Integrating electronic point of
sale data with Facebook
Automated product feeds to
reporting to say whether they’re
update retail offers in real time
listening or just watching

Image template editors to

customise thousands of
2 1 FA C E B O O K A N D I N S TA G R A M

ads with a single click


First Half
12 Months from Kick-Off
Facebook Measurement Partners
Measurement is a critical component
of campaign planning, but mobile
measurement often requires not just
a change of mindset but a change of
attribution methods. At the same time,
the digital landscape is increasingly
complex and many brands have
important questions about metrics,
accuracy and viewability. Facebook and
Instagram now have 24 measurement
partners globally – including Nielsen,
Oracle Data Cloud, Neustar MarketShare
and VisualIQ – to provide the most robust
and credible measurement solutions
for every business objective.
PA RT N E R S H I P F U N D A M E N TA L S
Facebook Creative Partners
While many FMPs are focussed on
ad technology and integration, some
specialise in creative solutions, including
connecting you to a network of creative
professionals, customising videos at
scale and aggregating user-generated
content. These may be especially helpful
for performance campaigns that need
to produce a large volume of quality
creative assets.
2 2 FA C E B O O K A N D I N S TA G R A M
 PA RT N E R S H I P F U N D A M E N TA L S

Second Half
6 Months from Kick-Off

Align Account Teams

and ensure alignment. For instance, are
As the tournament draws near, it’s time to
your lift study questions tied to creative?
start thinking about internal partnerships
Is your ad recall line featured up front?
as well as external. Start conversations
Get everybody on the same page now
with all the teams who will be working on
– and keep them there.
the account to share plans and goals,

2 3 FA C E B O O K A N D I N S TA G R A M
Brand Campaign
Fundamentals
With 30m people logging into Facebook every day on a mobile
device, and 21m people every month on Instagram, they are
vital platforms to reach and engage audiences at scale.
But how do they support brand objectives?
Source: Facebook and Instagram internal data, Q2 2017
 BRAND CAMPAIGN FUNDAMENTIALS

Upper-
Funnel

Awareness Total audience: 5.0% incremental reach

Facebook works alongside TV to deliver

TV
incremental reach, especially among
cebook
Fa
lighter TV audiences. In a study of
67.6% 15.2%
25 campaigns that ran video ads on
To h
both Facebook and TV, Nielsen Media ta l reac
To h
ta l reac
Research found that Facebook is able to
reach an additional 5% of the population
that is currently being missed by the
average campaign. The impact was Target audience: 16.1% incremental reach
greatest among 18-24-year-olds, where
Facebook reached an additional 22.6% TV
cebook
Fa
of the audience. Against the target
audiences of these 25 campaigns, the 67.6% 46.2%
incremental reach was 16.1%. To h
To h ta l reac
ta l reac
Source: Nielsen Media Research (Meta-analysis of 25
campaigns running video ads on Facebook and television),
August – October 2015

5% 22%
2 5 FA C E B O O K A N D I N S TA G R A M

additional population reach by Facebook additional population reach by

that is missed by the average campaign Facebook among 18-24-year-olds
 BRAND CAMPAIGN FUNDAMENTIALS

Mid-
Funnel

Consideration We found that Facebook was 3x more

Facebook also works alongside TV to effective at driving sales per 1,000

deliver incremental sales for FMCG impressions versus TV, but more important

brands. We recently worked with Kantar was the synergistic effect. TV + Facebook
to analyse 13 campaigns that ran across produced a 29% increase in likelihood to
Facebook, Instagram and TV in the UK. buy, which was 1.3x greater than predicted.
Likelihood to buy based on all media exposure

Sales uplift per 1,000 impressions

8% TV only

£5.99 TV

13% Facebook only

22% TV + FB expected level

£18.75 Facebook

29% TV + FB actual level

Source: Kantar Worldpanel Consumer Mix

Model Meta-analysis (13 UK campaigns), 2017
2 6 FA C E B O O K A N D I N S TA G R A M

29% 3x
increase in likelihood to buy from more effective at driving sales per
combining TV plus Facebook 1,000 impressions versus TV
 B R AM
NDE ACSAUM
RPEA
MIEGNNT FFUUNNDDAAMMEENNTTI A L S

Know
Your Tools

Video Products for Brand Campaigns Canvas: Use video, Carousel,

images and more in this native
Facebook and Instagram have a full
mobile microsite experience
suite of video products to support
brand campaigns.

360: Make heads spin with this

Vertical Video: Tell taller tales
in 2:3 or 4:5 aspect ratios to
take advantage of the full
screen experience
immersive video experience
Stories: Instagram’s fast-growing
video experience is the perfect
creative playground

Carousel: Use multiple videos

in a single ad unit for more
complex storytelling
2 7 FA C E B O O K A N D I N S TA G R A M
Performance
Campaign
Fundamentals
Mobile has changed the game for performance marketing.
Smart brands no longer wait to act on intent signals; they
create them. Facebook and Instagram help brands discover
new avenues of growth by connecting products to people
before they’ve even started looking for them. Here’s how
we can support performance marketing objectives.

Lower-
Funnel
Acquisition
Invest in acquiring new customers in
ways search can’t by reaching people
earlier in their purchase journey, rather
than waiting for them to come to you at
the end. There are now more than 1b
impressions per day for catalogue-based
ads across the Facebook family, while
our machine learning systems are making
it easier to accurately and predictably
pair the right products to the right
people to generate demand.
Source: Facebook Internal data, Q3 20172
+1b
impressions per day for catalogue-
based ads across the Facebook family
PERFORMANCE CAMPAIGN FUNDAMENTIALS
Sales
Forty-nine percent of people say they would
purchase more on mobile if it were easier
to use, which is why Facebook’s solutions
are friction-free. Working with measurement
experts dunnhumby, we’ve been able to
measure the sales impact Facebook drives
by growing penetration and spend. Across
37 campaigns over a two-year period we
saw a 3.8% lift in household penetration,
alongside a 3.7% sales lift for the overall
brand, and a 2.6x lift in household spend for
higher reach campaigns.
Source: dunnhumby Sales Impact Meta-analysis (37
campaigns on Facebook and Instagram in the UK), 2015-2017
49%
2 9 FA C E B O O K A N D I N S TA G R A M
of people say they would purchase
more on mobile if it was easier
 P E R F O R M A NM
C E ACSAUM
RPEA
MIEGNNT FFUUNNDDAAMMEENNTTI A L S

Know
Your Tools

Ad Products for Collection Ads: Showcases

Performance Campaigns multiple images from your
catalogue in a format that’s
Facebook and Instagram have a
specifically designed to look
full suite of products to support
great on mobile
performance campaigns.


Dynamic Ads: Reinvent

retargeting by automatically
reaching people who have taken
actions on your website with
relevant creative

Lead Ads: A simpler,
faster process for filling
out forms on mobile

Link Ads: A better way to

3 0 FA C E B O O K A N D I N S TA G R A M

capture high-intent clicks