Today, online advertising thrives. A prevailing number of advertisers are loyal to online platforms like Facebook and Youtube. Why? Because digital media consistently yields the highest returns on investment.
Given the general success of online advertising, it’s unsurprising that advertisers implement Facebook and YouTube for brand advertising too. And they experience huge success doing so.
Visa’s Facebook brand awareness ad
If you haven’t tried Facebook brand awareness ads yet, give it a go. There’s a lot to be gained and little to lose – you can run a test with as little as a $1,000 investment.
Let’s dig a little deeper.
Awareness advertising on Facebook has several benefits:
Reach a broad target audience at a fairly low cost.
Create hyper-targeted audiences and select who sees your ads.
Boost brand awareness among tech-savvy younger audiences.
Turn people who saw your ads into customers, with remarketing.
Maximize customer value. For example, existing customers are more likely to purchase again after seeing your brand ads.
In this guide, we’ll cover a range of questions that advertisers often have. For example, what is the brand awareness objective? How to set up a successful brand campaign? And how to measure success.
If you’re already aware of what brand awareness advertising is and how it works, skip to the section showing 15 Facebook brand ad examples. We’ll get into the details around best practices, examples, and hacks. 😉
What is the Facebook brand awareness objective?
The first rule of brand awareness ads is this: you should use them in a mix with other advertising types.
Many advertisers launch a brand awareness campaign and expect a huge increase in customers and sales.
In effect, they set themselves up for a nasty surprise. For the most part, brand awareness ads alone do not convert the viewers into customers.
The main goal of brand campaigns is not to drive sales.
Instead, the aim should be to ensure your company is the first people think about when they need a service you offer. As a result, people who have seen your brand awareness ads are more likely to convert into customers later when they see your prospecting or remarketing ads.
With this in mind, a marketing funnel can help contextualized where Brand awareness ads fit in your marketing strategy.
Most marketing funnels consist of 5-6 different stages:
The awareness ads are only the first step to get people into your marketing funnel.
Given awareness ads position in your marketing funnel, always follow up with a solid Facebook PPC strategy. The strategy will help your leads eventually make it to the Buy/Sale stage.
Example of a marketing funnel with related PPC activities
At Linear, we help our customers to set up a mix of Facebook ad campaigns that contribute to increased sales – the final goal of most advertising strategies.
Here’s an example list of Facebook ad campaigns that an advertiser could have:
Brand awareness campaign
Each of the ad campaigns above has its own goal, time, and place. Remember: use brand awareness ads in a mix of advertising campaigns and objectives.
Examples of brand awareness objectives
Brand awareness ads mostly have the same goal – to make a big group of people familiar with your product or service. Achieving that goal is more nuanced.
Here are some additional brand advertising objectives:
Increasing your brand awareness among a new audience
Reminding existing customers of your brand
Strengthening your existing brand messaging
Changing your brand perception to something new
Let’s look at some of the brand campaigns that have caught our eye in recent years.
Example 1: The Whopper Detour by Burger King
The Whopper Detour was one of the most celebrated ad campaigns of 2019 and earned Burger King a lot of buzz, new customers, and advertising awards.
Here’s what they did: Burger King came up with the idea to give out its signature Whoppers for just $0.01 – the only catch was that customers must order from a McDonald’s location via Burger King’s app. 🍔
Another cool thing about this campaign is that it used a mix of online and offline advertising mediums: mobile app, YouTube, and other social media channels. There was also the unexpected twist requiring physical proximity to a direct competitor’s restaurant.
Example 2: 2019 Wrapped by Spotify
For several years, Spotify, the online music streaming platform, has been sharing statistics about both general and user-specific music listening preferences.
In December 2019, Spotify created a personalized online page for each of its listeners. The campaign showed people their most listened to songs, favorite artists, and most popular genres.
To accompany the digital campaign, Spotify also advertised in outdoor placements and shared a press release with interesting global statistics.
As a result, tens of thousands of people shared screenshots of their personalized listening reports. This activity helped reinforce Spotify’s brand image as a highly personalized music streaming service that predicts what you like – a massive gain in brand awareness.
Example 3: Nike: Just Do It
Nike’s “Just Do It” brand slogan is a landmark example of years-long brand building. They have used the tagline as long as we can remember: throughout offline and online brand awareness campaigns.
Here’s an interesting overview of Nike’s brand marketing initiatives to boost its brand awareness: from collaborations to TV ads to Facebook advertising.
Nike has built its brand across marketing channels – Image source
As a result, Nike has become a household name for anyone interested in sports, personal training, and a healthy lifestyle.
How to start building your brand awareness?
While all of the above examples came from well-known brands, remember that they all started small.💡
And it was greatly thanks to brand building that they could take on some bigger competitors: Burger King vs. McDonald’s, Nike vs. Adidas, Spotify vs. iTunes.
In the past, running a brand awareness campaign was expensive: you had to produce a TV advertisement (that could cost north of $100k) and spend another $500k or more on buying TV ad placements.
Outdoor advertising – banners in the bus stops and giant billboards – can still cost a lot, especially in cities with high population density.
However, things are changing: people spend more time consuming content on their mobile devices than TV.
Remember to be authentic and find a brand message that is unique and true to your company.
2. Address specific consumer needs
To address the “Why should people care?” question, think of how your product improves people’s lives.
One notable way of demonstrating the ‘why’ of your product can be established through a Unique Selling Proposition (USP).
The advertising legend Rosser Reeves explained that your USP should have three parts:
Each ad must make a proposition to the consumer – what’s the benefit of your product?
The proposition should be one that the competition can’t or doesn’t offer – what are you doing better than your competition?
The proposition must be so strong that it can move many people – which one of your product benefits is relevant to a large number of people?
To give you an example from the Facebook brand awareness ads playbook, here’s one ad by Klarna. It states clearly what a person can do when downloading their app.
Klarna’s ad has a clear value proposition
3. Aim to be authentic and memorable
It is sometimes impossible to find a unique value proposition. So focus on a value proposition (without the unique) instead. Or… find a unique angle that will catch people’s attention.
Here’s one of the advertisements that David Ogilvy created for Campbell’s – it shows the product from an entirely new side.
Find either a unique or a creative value proposition – Image source
It’s important to realize that many awareness campaigns communicate a message that could be told by many other brands. However, if you work consistently to make a USP your own, you can become the market leader in your product category.
4. Know your target audience
Knowledge of your target audience is an absolute must-have in brand marketing.
Specifically, you can define your brand voice and select the best visual language based on whom you’re addressing.
For example, brands targeting a young audience might pick bright colors and fast-moving ad creatives.
But Volvo isn’t just saying they’re safe. They’ve invested millions, if not billions in Research and Development (R&D) since 1944.
Volvo’s recent innovations include pedestrian and cyclist detection with auto-brake and head-on crash detection.
To reiterate, whether you promise the best prices, the highest quality, or a more eco-friendly product, make sure that there’s truth behind your words.
It’s the key to building long-term loyalty among your customers.
How to set up a Facebook brand awareness campaign?
Let’s assume that you’ve figured out your brand awareness strategy and know what messages and ad creatives you want to use. The next step is to set up your campaign.
So how can you set up your awareness campaign? We’re here to answer this question and recommend some best practices next.
Step 1: Create a new Facebook ad campaign with brand awareness objective
Select the “Brand awareness” objective
During this process, Facebook Ads will ask if you’d like to use Campaign Budget Optimization. We suggest to keep it on so that Facebook can distribute the budget between all the ad sets in your campaign.
Step 2: Set up your audience targeting
In the next phase of campaign setup, you can build your target audience.
If your goal is to reach a high number of people, we suggest that you keep your audience larger than 1 million people.
However, depending on your customer personas, you may want to define the location, age, gender, and broad interests of the people to target.
Define your target audience
Tip: If your goal is to reach new users, exclude the Custom Audiences of existing users from your brand awareness campaigns.
Step 3: Select ad placements
As with most Facebook advertising campaigns, it is best to use the automated placements and let Facebook’s algorithms to do the targeting.
Use automatic ad placements
When using the brand awareness campaign objective, there is only one available ad delivery optimization method: Ad Recall Lift. This method lets Facebook show your ads to people most likely to be interested in your brand (and most likely to remember it).
Brand awareness campaigns are optimized on ad recall
Step 4: Upload your ad creatives
Once you set up your audience targeting, it’s time to add your ad creatives. A good number of ads per campaign is anywhere between 3-6.
Tip: You can create a few video ads with slightly different messaging. This method will let you see which one works best for your target audience. In effect, which one results in the highest ad recall lift and the lowest Cost per 1000 Views (CPM).
Additionally, make sure to cover all the main Facebook ad sizes, from 1:1 format to Instagram Story ads.
Take a look at the 15 Facebook brand awareness ad examples below to inspire your campaigns.
Step 5: Publish your campaign and monitor the results
Once you publish your new Facebook ads campaign, give it at least 48h to start delivering. Avoid making conclusions too early.
We suggest running brand awareness campaigns for at least two weeks. Some big brands run their Facebook branding ads all the time, rarely pausing the campaigns but changing the creatives from time to time.
Also, keep in mind that most brand awareness campaigns won’t bring an immediate uplift in sales.
You should run additional Facebook campaigns for remarketing on the side to convert the people who saw your branding ads into customers.
Which leads us to the next question: If you can’t measure brand awareness campaigns’ success in direct sales uplift, how can you tell whether they’re successful?
How to measure the results of your Facebook brand awareness ads?
Brand awareness advertising is evaluated on different metrics than prospecting and remarketing ads.
Instead of measuring sales, cost-per-lead, or Return on Ad Spend (ROAS), you should look at the following metrics:
Reach – how many unique viewers did you reach?
CPM – how much did you pay for 1000 ad impressions?
Frequency – on average, how many times did one person see your ads?
Video views % how many people watched more than 50%, 75%, and 100% of your brand awareness video ads?
Ad recall lift – how many people are likely to remember your brand?
Measuring brand awareness campaign results
The numbers you see in your campaign reports can vary significantly per campaign. Variation will depend on your target audience size, campaign budget and duration, seasonality, and ad creatives.
However, after running 1-2 brand awareness ad campaigns, you can start benchmarking your campaigns against each other and learning how your metrics look.
We suggest keeping a spreadsheet with all brand awareness campaign results so that it’s easy to compare all past and future campaigns.
Facebook Brand Lift Test
To help advertisers evaluate the success of their online brand awareness campaigns, Facebook launched a tool named Brand Lift Test.
The Brand Lift Test lets you use brand polling and other brand awareness measurement to evaluate your Facebook brand advertising’s actual value. It works by dividing your target audience into randomized test and control groups and comparing these groups’ performance over time.
You can run a Brand Lift study on specific Facebook ad campaigns or across all of your Facebook advertising.
After running a Brand Lift Test, you will see results similar to these:
Facebook Brand Lift study results
How to set up a Facebook Brand Lift Test?
The easiest way to run a brand awareness measurement study is by setting up a brand survey test.
Here’s how the test works:
Select the ad campaigns that you want to test against a holdout audience. This method will help you understand your ads’ incremental effect on brand awareness.
You can run your brand survey test on a specific campaign or across all advertising for an ad account. You must meet a minimum budget to run a brand survey test, depending on your audience’s location.
Set up your brand survey with poll questions. Learn more about the questions you can ask regarding brand awareness, favorability, or ad recall.
Choose how long to run your test.
Review your Brand Lift Test results after they’re automatically collected and analyzed.
To set up a Brand Lift Test, go to the Experiments section of your Facebook Ads Manager.
Go to the Experiments section
Select the Brand Survey option and click Get Started to set up your test.
Select the Brand Survey option
Next up, you can select whether you want to run the Brand Lift Test for your entire ad account or just specific ad campaigns.
If your goal is to measure particular Facebook brand awareness ads’ results, select only the campaigns with those ads.
Additionally, you can run a Brand Lift Study for new campaigns that you are yet to launch.
Select campaigns included in your Brand Lift Test
Set up brand survey poll questions
Now, it’s time to set up your poll questions.
Your brand survey can include up to 3 questions about:
Standard ad recall – e.g., “Do you recall seeing an ad for [Page name] online or on a mobile device in the last two days?”
Standard brand awareness – e.g., “Have you heard of [Page name]?”
Abstract favorability – e.g., “How would you describe your overall opinion of [Page name]?”
Familiarity – e.g. “How familiar are you with [Page name]?”
Recommendation – e.g., “Will you recommend [Page name] to a friend?”
Action intent – e.g., “How likely are you to consider [Page name]?
Select up to 3 polling questions
Measuring conversion lift
You can also select to measure conversion lift (does your campaign help drive purchases?) during your test.
Measuring conversion lift won’t affect your brand lift test, but you must already be sending conversions events to the Facebook Pixel to use this feature.
Once you are happy with your Brand Lift Study, review the details and click on Create Test to submit it for setup.
P.S. Facebook Brand Lift Tests require a minimum budget spend, depending on the region where you advertise. For example, in the US, the minimum spend on running a brand study is $30,000. See all the minimum spend requirements here.
The minimum ad spend might be too high for smaller brands. If you don’t want to spend $30,000 to run a Facebook Brand Lift Test, you can simply evaluate your brand campaigns based on the metrics shared above (Reach, CPM, Frequency, Video Views %, etc.).
15 examples of Facebook brand awareness ads
Enough of the theory! 😇
Let’s look at 15 examples of cool and engaging Facebook brand awareness ads to get new creative ideas flowing.
This ad campaign invited the viewer to continue to Facebook Messenger, where they could interact with a Messenger experience that shared guidance on helping a male friend.
One thing to learn from this campaign is how to catch the viewer’s attention in the first 3 seconds. By adding a talking squirrel to the video, the advertiser could lock people’s attention and get them to watch the video until the end.
Example #3: Mastercard
Most brand awareness ads talk about the brand itself, but not always.
Mastercard created a campaign with a special #StartSomethingPriceless through which they could tell their customers’ stories, inspiring people to follow their passion.
Mastercard’s brand awareness ad
Collaboration with your customers and other brands is a great way to uplift others and build a friendly and engaging brand image.
Example #4: Nutella
In a nod to the holiday season, Nutella Germany created video ads that encouraged people to spend time with family and use their product while baking.
According to Facebook, the campaign brought a 9% uplift in sales among people reached and a 27% sales uplift for new buyers. By using Facebook ad placement as an addition to TV ads, Nutella could get 2.5 million additional viewers.
The video itself is fun and features bright colors – Oreo is clearly interested in addressing a younger audience.
Example #8: Lume Deodorant
The ‘Only Deodorant for Everyone’s Everything’ is one Facebook brand awareness example that embodies the power of vibrant storytelling paired with tailored ad creative. In this case, Lume Deodorant used this combo to break into an already-saturated market.
According to Facebook, the ad campaign delivered a 3.5X ROAS. Additionally, precise initial audience targeting and customized ad creative across all marketing funnel levels resulted in a 7x lift in purchases.
Volkswagen edited existing videos and photos of the car to create compelling lead ads for Facebook, Instagram, and Stories. At the first stage, the campaign was broadly targeting all potential adult car buyers aged 25 and older. The ad invited them to register interest in the new T-Cross.
After the launch, Volkwagen narrowed its target audience to younger drivers aged 25–44, to whom they designed the new car to appeal.
The goal of this ad campaign was to get people to register their pre-launch interest. A whopping 45% of all pre-launch leads came from lead ads on Facebook and Instagram.
Example #12: Snickers
Snickers’ brand awareness ad uses daily news and invites people to send a chocolate bar to essential workers.
This type of brand messaging strengthens the positive brand image and offers the existing fans an opportunity to do something cool.
Snickers’s Facebook brand ad
The tactic of using relevant news in your advertising messaging is called newsjacking. You can read more about it here.
Example #13: WWF
This brand awareness ad by the World Wide Fund (WWF) reached 7.6 million viewers.
The campaign’s goal was to reach an audience unfamiliar with the climate debate and increase awareness while finding new advocates.
Things to learn from this video ad include a bold use of text, fast-paced scenes, and interesting black-and-white video footage.
Example #14: Mailchimp
Brand awareness ads are relevant to more than Business to Consumer (B2C) brands. Business services and software vendors can benefit as well.
For example, look at the below ad example by MailChimp: it doesn’t showcase their main product, an online email marketing solution. Instead, it positions them as a youthful and bold brand.
Mailchimp uses a static image ad
Also, Mailchimp has chosen to use a static image as opposed to a video. Static images can be a good option if you don’t have the time or resources to produce video ads.
Example #14: Revolut
While Revolut’s ad is actually an app install ad, it still helps increase their brand awareness. After all, they are boldly advertising their logo.
That’s an interesting approach if you’ve just launched in a new market and want to raise brand awareness fast. Bonus tip: there is no easier way to design a Facebook ad than placing your logo on a colorful background.
Revolut’s ad is all about their logo
However, it looks like later on, Revolut shifted their advertising creatives to showcase their bank card and mobile app. You can run a Facebook ads A/B test to see what type of visual works best for you.
Example #15: SPAM
SPAM, a canned pork brand, created a video ad that illustrates alternate uses for their product. Specifically, you can use it over noodles, too.
They could have delivered the same message through a simple static image creative. However, SPAM can get more attention using video. While many people might find canned pork irrelevant, hordes are familiar with late-night meals of ramen or cup-o-noodle. This mouth-watering comfort food reel will make me think of SPAM the next time I dress up my soup.
Spam + Noodles = The best of broth worlds.
Just remember: when creating Facebook brand awareness ads for a new brand, remember to clarify your product and its benefits.
⏳ Quick Recap of Facebook Brand Awareness
In case you skipped some parts of this article, here are the top 10 things to remember about Facebook brand awareness ad campaigns:
Brand ads help to increase your company’s brand awareness and do not usually increase sales immediately.
You should use brand awareness ads as a complementary campaign inside your existing advertising strategy.
For best results, create a brand awareness marketing strategy and work on it consistently.
You can run brand awareness ads in offline and online placements.
Make sure that the brand message that you advertise is unique and true.
The best-performing brand ads have an element of surprise and are highly engaging.
When creating brand awareness Facebook ads, static images, or videos, make sure that your product is easily visible in the ad creative.
To run Facebook brand awareness ads, use the “Brand awareness” campaign objective.
Measure your Facebook brand ads’ results by evaluating metrics like Reach, CPM, Frequency, and % of Video Views.
Use Facebook’s Brand Lift Test feature to see the uplift in brand recognition you get through Facebook advertising.
Luke is in love with all things digital marketing. He’s obsessed with PPC, landing page design, and conversion rate optimization. Luke claims he “doesn’t even lift,” but he looks more like a professional bodybuilder than a PPC nerd. He says all he needs is a pair of glasses to fix that. We’ll let you be the judge.