Facebook’s Creative Accelerator Side-Steps Taboo with Targeted Social Media Strategy

How can you encourage Indonesians, the largest Muslim country on earth, to 1) consider using condoms for HIV prevention and birth spacing, but 2) help them see condoms not as only a means to protection, but a way to make sex more fun?

Enter the Facebook Creative Accelerator, which works with new entrant brands seeking to elevate their image in developing countries, including India, Turkey, Indonesia, South Africa and Kenya. Through the program, Facebook works with advertisers to make ads specific for each country, taking into account cultural norms and images that will look good on feature phones or smart phones.

“The goal is to help establish best practices for high-growth countries by developing campaigns tailored to the people in each country and the devices they use to experience Facebook,” Facebook said in a blog post.

While the push by Facebook is intended to help the organization grow and be more tailored to new and developing markets, it is showing its relevance in the different cultures.

Reckitt Benckiser’s Durex brand is leveraging all that Facebook has to offer as part of their targeted strategy, as talking about sex openly in Indonesia is still taboo. So they have taken the conversation, and their targeted approach online, where Indonesians are more receptive to taboo topics because there is a veil of privacy and anonymity.



Above: Durex’s recent campaign is targeted based on the users demographics and sex, ensuring culturally appropriate message and relevance to their social media habits.

In Durex’s Facebook ads, users saw different messages in Indonesian, depending on whether they were male or female. Male Facebook users got a message that translates to, “Make her yours and create an unforgettable honeymoon moment #PrepareForLove.” Females saw “Only you and your lover know when you have to #PrepareForLove and create an unforgettable honeymoon moment.”

“The messaging was implicit in nature and we feel it will connect very well with the target consumer,” said Faraz Shamsi, a marketing director in Indonesia for RB, Durex’s parent company.

And the results are promising – Durex’s brand awareness has increased by 25% and brand recommendations increased by 3% (a huge achievement given its category leader price point).

Check out an interview with Durex’s Pungkas Riandika, digital manager for RB, talk about social performance marketing, social media, and targeted advertising to generate a conversation around Durex condoms here.




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