Maximise festive sales

by driving discovery on
Facebook
A festive marketing guide
with insights and solutions
CONTENT

Festive outlook
01 The season of brand discovery

Festive shopper’s digital behaviors

02 From discovery to demand

Campaign planning
03
Start early. Stay nimble.
02
1 . T HE SE ASO N O F B RAND DI SCO V E RY

Change in shopping habits Change in spending habits

01
Digital influence across key categories increased up to
25% within just three months of the pandemic1 01 Caution towards discretionary spends early in the year – 51%
expecting decline in spends (as per survey in May’21) 3

02 Online shopping increase is a permanent trend – 1.2X

users adopting eCommerce in April’21 vs pre-COVID 2
02
Early green shoots in the recent times

Myntra EORS sale (first mega sale event after Unlock 2.0) saw a
60% growth vs last year4

03 YouGov’s Diwali spending index for 2021 is ~91, higher than last
time (~81) which indicates spending intent is better than last year 5

Brands should get discovered on digital and inspire consumers to take actions
Driving discovery through digital has never been more important

Source: 1. BCG Turn the Tide reports 2020 | 2.3. Source Note: BCG COVID-19 Consumer sentiment survey Wave 6 (23-28 May 2021)
03
4. YourStory July 10 | 5. YouGov India’s online panel, across 2000 respondents in Aug 2021
 2. FRO M DI SCO VE RY T O DE MAND

5 Insights which can help turn the discovery into demand

DISCOVERY

01 The home for personalized discovery :

Indians discover their loved brands on Facebook

02 03 04 05
The rise of social The need for a The growth of The heightened
DEMAND

video: friendly advice: immersive expectation of

experiences: seamless purchase
experiences:
People are craving for Festive shoppers seek
connections with each shopping Immersive experiences
other and businesses recommendations evolved from a novelty Festive shoppers expect
from influencers the buying process to be
to utility
frictionless

04
2.1 T HE HO ME FO R PE RSO NAL I Z E D DI SCO VE RY

Indians discover
their loved brands
on Facebook

05
 FESTIVE SEASON IS ALL ABOUT TOGETHERNESS. Facebook Snapchat YouTube

Facebook is where people go to connect Google Search Twitter Pinterest

Keep up with friends Experience everyday Experience big

Builds community
and family moments together moments together
% of
users
100

90

80

70

60
Of users associate
50
Facebook app with
40
building
30
community
20

10

Global Media Study, Platforms by Ipsos. (Facebook-Commissioned online study of over 25,000 people ages 18-64; internet
population monthly users of mobile internet in AU, BR, CA, DE, FR, IN, JP, KR, UK and US), Oct-Nov 2020. 06
Unless specified as Facebook app, "Facebook" refers to Facebook app + Instagram
 Facebook provides a personalized environment

% of
users
For people Feels The content creates a
like me personalized personalized experience
90

73%
80

70

60
73%
Of users associate
Facebook with
50
feels personalized
40 Of users associate
30 Facebook with feels
20
personalized
10

Facebook YouTube Twitter Snapchat Google Search Pinterest

Global Media Study, Platforms by Ipsos. (Facebook-Commissioned online study of over 25,000 people ages 18-64;
internet population monthly users of mobile internet in AU, BR, CA, DE, FR, IN, JP, KR, UK and US), Oct-Nov 2020 07
Unless specified as Facebook app, "Facebook" refers to Facebook app + Instagram
 MOMENTS OF DISCOVERY HAPPEN ON FACEBOOK

Of online shoppers who use Facebook platforms weekly: 90

83
80 77

70
64

83% 60

50 47

40

30

who discover new brands or products online 20

typically discover on a Facebook platform1

10

0
Facebook Search Ecomm Brand/retailer
website

Source: 1 Facebook IQ Source: “Discovery-Led Shopping Study” by GFK (Facebook-commissioned online survey of 1,100 people ages 18+ in India, Q3 2020). Qualifying
respondents made an online purchase of beauty, furniture, electronics and/or apparel in the past 3 months at the time of the study.
08
 MOST FACEBOOK DISCOVERIES LED TO PURCHASES

Of online shoppers who use

Facebook platforms weekly,

96%
surveyed Indians say they ultimately
purchased the fashion, beauty, furniture
or consumer electronic product they
discovered on the platform3

Facebook IQ Source: “Discovery-Led Shopping Study” by GFK (Facebook-commissioned online survey of 1,100 people ages 18+ in India, Q3 2020). Qualifying
respondents made an online purchase of beauty, furniture, electronics and/or apparel in the past 3 months at the time of the study.
09
 Facebook is a lead platform for discovery and
inspiration across categories during festive season

E-COMMERCE TECH AND TELCO ENTERTAINMENT

100% 100%
90% 90% 80%
69%
80% 80% 70%
70%
70% 66% 70% 60%
60% 60% 56%
52% 50%
47% 46% 50% 46% 44% 39%
50%
40%
38% 37%
40% 40%
30%
30% 30%
20% 20% 20%

10% 10% 10%

0% 0% 0%
FFOAS eCommerce TV Search FFOAS eCommerce Search TV FFOAS Search TV ecommerce
websites websites websites

CPG (INCL. FOOD) TRAVEL FOOD AND BEVERAGE

100% 90%
60%
90% 80% 77%
80% 50% 48%
70%
70%
59% 60%
40%
60%
51%
50% 50% 44% 31% 31%
41% 38% 39% 29%
40% 37% 40%
30%

30%
30% 20%
20%
20%
10%
10%
0% 10%
FFOAS eCommerce TV Search
0% 0%
websites FFOAS Television Search ecommerce FFOAS eCommerce Search TV
websites websites engines

Diwali Seasonal Moment Study by YouGov : Base: Shoppers – Gen Z/Millennials and Gen X/Boomers – Ecommerce (998/399); CPG (711/318); Entertainment
(433/152); Travel (155/50); Tech and Telco (616/184); Food and beverage (404/183). 10
Q301/Q302. Which of the following places, if any, have you discovered ideas or browsed for inspiration for Diwali, i.e. for gifts or items for your home etc?
 Festive shoppers seek discounts and FFOAS leads
discovery of festive offers and discounts

67% 65%
of consumers agree that consumers discover
they pay attention to discounts on FFOAS2
prices1
65%

67%
50% 49% 48%
53% 42% 41%
35% 34%
28%
25%

Net FFOAS YouTube Television eCommerce Facebook WhatsApp Search Instagram In-person Store
Mar'20 May'21
Websites Engines Conversations Websites

Source: 1: Kantar COVID Barometer-India: Wave 5 Wave 1: March’20, Wave 5: May’21 TG: 18+, NCCS AB across 25 cities & 16 states
Source: 2 Diwali Seasonal Moment Study by YouGov, Base (All promotion shoppers): 2020 (1,496) 11
Q517. How did you find out about any of the discounts and offers available during this seasonal discount sale?
2.1 Insight Marketer Opportunity
Indians discover their loved brands Leverage the Facebook platforms to reach audience at
on Facebook scale and enable personalised discovery

Solutions
02 Maximize relevance and performance with Conversions API. The
Conversions API tool creates a way to connect with Facebook
directly from your server, reducing your reliance on cookies

LEARN MORE ABOUT CONVERSIONS API

01 Lay the foundations for a personalized shopping experience

with Facebook pixel and app SDK.

LEARN MORE ABOUT FACEBOOK PIXEL 03 Use flexible campaign parameters to maximize the benefits of
machine learning.

LEARN MORE ABOUT APP SDK LEARN MORE ABOUT LIQUIDITY AND AUTOMATION

12
CASE STUDIES

Bournville improves purchase Clean and Clear enabled brand

intent with personalized ads discovery among teens by
leveraging Instagram
Mobile optimized videos personalized for five personas:
People interested in fitness, music, movies, shopping,
and international travel. +6.2pt
AD RECALL AMONG
13-17YR OLD GIRLS

+2pt
LIFT IN MESSAGE
ASSOCIATION

33%
LOWER COST PER

+4.6pt +2.5pt +1.6pt

INCREMENTAL
AD RECALL

TOP OF MIND PURCHASE

AD RECALL
AWARENESS INTENT https://business.instagram.com/success/clean-and-clear/
2.2 T HE RI SE O F SO CI AL VI DE O

People are craving for

connections with each
other and brands

14
 88%
Viewers say they watch videos at
least once a week on Facebook &
Instagram1

94% Of those who watch publisher

videos on Facebook, share it2

Source: 1. Global Media Study, Video by Ipsos (Facebook-Commissioned online study of 2,500 people ages 18-64; internet population monthly users of mobile internet & monthly
video viewers in IN), Oct-Nov 2020. UNLESS SPECIFIED AS FACEBOOK APP, "FACEBOOK" REFERS TO FACEBOOK APP + INSTAGRAM
Source: 2. “Understanding the value of Facebook Watch” by CrowdDNA (Facebook-commissioned survey study of 3,000 people ages 18+ in US who indicated watching publisher 15
videos on Facebook at least once a week), Oct 2019. Publisher Video includes videos from leading publishers and creators. Does not include video posted by users, or live video
coverage of an event. *Said they share at least some of the time, to friends or the public, or offline among family, friends, and other people they know.
 People watch video on Facebook (FB+IG) to
connect with each other and with brands

There are 4 need states for people to watch video on Facebook, and Connection is
one of the needs. The other 3 needs are Entertainment, Be Informed and Escape

Why people watch video: for connection1 Why people watch video: to connect with brands2

50
Brand Connection

~1/3
viewers watch video on
40 Facebook to connect with
brands
30

20

24% More than YouTube

% OF USERS

10 Among 18-34

0
0 20 40 60 80 100

For connection

Facebook YouTube Snapchat TV 41% More than Snapchat

Among 18-34
Disney
Prime Video Netflix
Hotstar

Source: 1,2. Global Media Study, Video by Ipsos (Facebook-Commissioned online study of 2,500 people ages 18-64; internet population monthly users of mobile internet & monthly video
16
viewers in IN), Oct-Nov 2020. UNLESS SPECIFIED AS FACEBOOK APP, "FACEBOOK" REFERS TO FACEBOOK APP + INSTAGRAM
2.2 Insight Marketer Opportunity
People are craving for connections Create positive ad experiences through relevant video
with each other and brands content enabled by Facebook’s machine learning

Solutions
Build seamless video experiences with Instream and Instream Reserve Leverage FB/IG Live products for product demos

TIPS FOR FACEBOOK AND INSTAGRAM LIVE

LEARN MORE ABOUT INSTREAM

Attract shoppers’ attention and create immersive experiences

with Stories ads.
LEARN MORE ABOUT INSTREAM RESERVE

LEARN MORE ABOUT STORIES ON FACEBOOK

LEARN MORE ABOUT STORIES ADS ON INSTAGRAM

17
CASE STUDIES

SAVLON’S INSTREAM CAMPAIGN AASHIRVAAD ATTA’S HDFC’S INSTREAM RESERVE

DROVE BRAND AWARENESS FOR INSTREAM CAMPAIGN CAMPAIGN DRIVE SALES OF
A NEW LAUNCH DROVE BRAND SALIENCE INSURANCE PRODUCT

15 PT 16 PT +3.8 PT
Lift in ad recall Lift in brand
Lift in Ad Recall awareness
9 PT 3 PT
Lift in brand +19%
Increase in Message
awareness Increase sales for the
Association Click 2 Wealth
5 PT product (for January
lift in message 79% 2021, as compared
association Video View to December 2020)
Completion Rate

https://www.facebook.com/business/success/savlon-india
https://www.facebook.com/business/success/aashirvaad-atta
https://www.facebook.com/business/success/hdfc 18
2.3 T HE NE E D FO R A FRI E NDL Y ADVI CE

Festive shoppers
seek shopping
recommendations
from influencers

19
 Influencers play a vital role in the
discovery and purchase process

Preferred source of brand communication

NET: Creators
HELPS ME DISCOVER NEW PRODUCTS/SERVICES (Celebrity OR Influencer)

DISCOVERY 43% 27% 34% 44% 50% Brand itself

Celebrity

HELPS ME DECIDE WHETHER I SHOULD BUY A PRODUCT/SERVICE Influencer

PURCHASE 39% 22% 31% 49% 45% Users &

communities
DECISION

Global Media Study, Platforms by Ipsos. (Facebook-Commissioned online study of 25,004 people ages 18-64; internet population monthly users of 20
mobile internet in AU, BR, CA, DE, FR, IN, JP, KR, UK and US), Oct-Nov 2020
 Festive shoppers discover best deals
through FB/IG live sessions of influencers

Type of influencer content shoppers like to see more of

during Diwali on Instagram/FB live
43%
Instagram Live FB Live

40% 40%
39%

37%
36% 36% 36%

Where to find the best deals Contents that emphasize people Videos that get into the mood of Fun/Entertaining
coming together holiday

Base: Diwali Seasonal Moment Study by YouGov .Diwali shoppers (1,692): Gen Z & Millennials (1,234), Gen X & Boomers (458)
21
Q. What types of influencer content do you like to see more of during holiday season on each of these platforms?
 Instagram ranks #1 for the most important and
impactful channel for influencer marketing

Which social media channels are most important for influencer marketing?

INSTAGRAM 89%

YOUTUBE 70%

FACEBOOK 45%

BLOGS 44%

TWITTER 33%

LINKEDIN 19%

PINTEREST 15%

TWITCH 4%

SNAPCHAT 3%

OTHER 1%

Source: https://www.bigcommerce.com/blog/influencer-marketing-statistics/#what-is-influencer-marketing 22
2.3 Insight Marketer Opportunity
Festive shoppers seek shopping Give scale to your festive campaigns by partnering with macro-
recommendations from influencers influencers and micro-influencers for your festive campaigns

Solutions Expand your reach and retain authenticity of creator campaigns

through branded content ads

LEARN MORE ABOUT BRANDED CONTENT

23
CASE STUDIES

Red Label evoked brand love for its

Spotify drove playlist adoption by Swiggy genie built awareness of the #LetsUnstereotypeIndia campaign
partnering with creators product through influencers on IG leveraging creators

1.8 PTS 22% 6.9 PTS 3.6 PTS 8.7 PTS 3.8 PTS
Lift in action intent Growth in Lift in ad recall Lift in top of mind Lift in Lift in message
streams awareness ad recall recall

https://business.instagram.com/blog/love-runs-deep 24
2.4 T HE G RO WT H O F I MME RSI VE E X PE RI E NCE S

Immersive experiences
evolved from a novelty to
utility for festive shoppers

25
 Virtual experiences brings products
closer to festive shoppers

% Festive shoppers influenced by virtual demos (category – wise)

58% 59% 64% 59%

Clothes & Healthy & Mobile

Cars
Accessories Beauty Phones

Base: Diwali Seasonal Moment Study by YouGov. Base – Diwali category shoppers; Cars (172), Mobile Phones (650), (Clothes & Accessories
(879), Health & Beauty (592) 26
 Year over year growth
Augmented Reality of membership in
Facebook Groups 169% AR can help bridge
the gap between 81%
is creating a new related to AR/VR1 online and offline2

path to customer
engagement and
conversion

AR is a fun way to
interact with brands3 81% Open to brand-led
features in AR4 92%

Source: 1. FACEBOOK DATA, GLOBAL, BASED ON ENGLISH AND NON-ENGLISH LANGUAGE KEYWORDS, JAN 2019–DEC 2020.
Source: 2,,3,4 Emerging Trends Research” (Facebook-commissioned survey of 12,500 online people ages 18–64 in AR, AU, BR, CO, GB, ID, IN, MX, NG, PH, 27
SA, TH, US, VN) by Ipsos, Sep 2020. In all markets, N=1,000, except for benchmark markets (AU, GB, US), where N=500.
2.4 Insight Marketer Opportunity
Immersive experiences evolved from a Bridge the gap between online and offline shopping through immersive
novelty to utility for shoppers brand experiences

Key Solutions

Use FB/IG Live and partner with Make digital discovery feel real with Innovation: Get creative with
influencers for product demos the power of AR technology. attention-grabbing Reels.

TIPS FOR FACEBOOK AND INSTAGRAM LIVE LEARN MORE ABOUT AR ADS LEARN MORE ABOUT REELS

LEARN MORE ABOUT ADS THAT LINK TO REELS

Source: Share of pixel conversions on Facebook and Instagram during the Diwali season, within the date range: 1 Sep 2020 to 31 Dec 2020
Conversion/pixel data relates to all offsite purchase conversions visible to Facebook’s family of apps. E.g. where a user sees an ad for a product on Facebook, then
28
purchases that product on a website that has the Facebook pixel installed.
KEY SALES EVENTS = BIG BILLION DAYS (16-21 OCTOBER)
CASE STUDIES

New Vivo V19 unboxed Vodafone idea created buzz around new One Plus launched a new phone
through AR campaign using AR through AR ads

+9.5 PTS 3X 1.6 PTS 1.9 PTS 2 PTS 3.9 PTS

Ad recall vs Ctr vs Historical Tom Awareness Consideration Lift in Lift in attribution
Vertical Norm Average Favorability to one plus as an
6.3pts innovative brand

https://www.facebook.com/business/success/2-oneplus
29
https://www.facebook.com/business/success/vivo-india
2.5 T HE HE I G HT E NE D E X PE CT AT I O N O F
SE AML E SS PU RCHASE E X PE RI E NCE S

Festive shoppers
expect the buying
process to be
frictionless

30
 Conversations with businesses simplify customer
experience and enable more buying opportunities

Unabated growth in the adoption of conversational commerce

GROWTH IN NEW HIGHER FREQUENCY IN PRE-

USERS COVID USERS

# of users in each time period Net (pre-COVID users who increased

indexed to Pre Covid levels frequency minus those who decreased
frequency)

73
1.4
62
58
1.3 1st Covid Wave
(Mar '20- Aug '20)

Cooling off
1.2 (Oct 20- Mar '21)

2nd Covid Wave

(Apr '21 onwards)

Buying from chat groups Buying from chat groups

Source: BCG Consumer Sentiment Survey. Note: Question text: Please look at this list and tell me when all have you done this
activity? Scores indexed to Pre-Covid levels Representative of Metro tier 2, SEC AB population. 31
Source: BCG COVID-19 Consumer Sentiment Survey: Wave 6 23rd 28th May "21 (N-4000)
 8 in 10 Diwali shoppers messaged a business when shopping, with messaging
services used primarily to provide a frictionless shopping experience

Reasons for using messaging service

TRACK MY ORDER 50%

80%
PRODUCT PURCHASE
+2pp YoY 46%

Messaged a PRODUCT DETAILS 45%

business when SHIPPING DETAILS 43%

shopping
FEEDBACK 41%

STORE INFORMATION 40%

RESOLVE ISSUE 36%

Base (Diwali shoppers): Diwali Seasonal Moment Study by YouGov All (1,692), Used a messaging service (1,303) Q304.
Have you messaged a business during the holiday season using any of these services? Q305. Why did you use a 32
messaging service to message the businesses?
 2.5 Insight Marketer Opportunity
• Simplify shopping experiences – from discovery to purchase on FFoAS
• Festive shoppers seek seamless buying
experiences • Leverage conversational tools to collapse the marketing funnel and
drive purchases

Key Solutions
Help your products find the right people.
Simplify purchase experience through CTX solutions
LEARN MORE ABOUT DYNAMIC ADS

LEARN MORE ABOUT CLICK TO MESSENGER ADS

Re-engage people about the products they've browsed on

your website/ app but didn't purchase. LEARN MORE ABOUT CLICK TO WHATSAPP ADS

LEARN MORE ABOUT DYNAMIC ADS FOR RETARGETING

Reach and retain people who have expressed an interest in Create delightful and frictionless shopping experiences
your products
UNDERSTAND THE NEW FRICTION POINTS IN-STORE AND ONLINE
LEARN MORE ABOUT DYNAMIC ADS FOR BROAD AUDIENCES

33
CASE STUDIES

Lenovo drove efficient customer AU bank acquired new leads of MyGlamm used dynamic ads to Flipkart created a
acquisition through ads that NRI customers through ads that reach more beauty shoppers and conversational experience with
Click to Messenger Click to Messenger encourage purchases ads that click to WhatsApp

14% 35% 2X 2.2X 51% 92% 3.5X $2.5 M

Lower cost Higher reach from More NRI accounts Higher conversion Lift in sales with Incremental reach More conversions In attributable
per lead ads that click to opened through rate through ads Dynamic ads (compared to not revenue to ads that
messenger ads that click to that click to using Whatsapp) click to Whatsapp
messenger messenger

https://www.facebook.com/business/success/lenovo-india
https://www.facebook.com/business/success/myglamm 34
https://www.facebook.com/business/success/flipkart
https://www.facebook.com/business/success/au-small-finance-bank
 Summary: 5 Insights which can help
turn the discovery into demand

02 03
The rise of social video: The need for a friendly advice:
People are craving for connections Festive shoppers seek shopping
with each other and businesses recommendations from influencers

01
~1/3 people watch video on Facebook ~6/10 festive shoppers find influencer
DISCOVERY to connect with brands2 videos helpful in purchase decisions3

DEMAND
The home for personalized

04 05
discovery :
Indians discover their loved
brands on Facebook
The growth of immersive The heightened expectation of
experiences: seamless purchase experiences:
83% who discover new brands and Immersive experiences evolved from Festive shoppers expect the buying
products online typically discovery a novelty to utility process to be frictionless
on Facebook1
~81% people think AR can help bridge ~8/10 shoppers messaged a business
the gap between online and offline4 for festive shopping last year5

Sources: 1 Facebook IQ Source: “Discovery-Led Shopping Study” by GFK (Facebook-commissioned online survey of 1,100 people ages 18+ in India, Q3 2020). Qualifying respondents made an online purchase of beauty, furniture, electronics
and/or apparel in the past 3 months at the time of the study. 2 Global Media Study, Video by Ipsos (Facebook-Commissioned online study of 2,500 people ages 18-64; internet population monthly users of mobile internet & monthly video viewers in IN),
Oct-Nov 2020. UNLESS SPECIFIED AS FACEBOOK APP, "FACEBOOK" REFERS TO FACEBOOK APP + INSTAGRAM 3 Diwali Seasonal Moment Study by YouGov Base – Diwali category shoppers; Cars (175), Mobile Phones (650), (Clothes & Accessories
(879), Health & Beauty (592) 4 Emerging Trends Research” (Facebook-commissioned survey of 12,500 online people ages 18–64 in AR, AU, BR, CO, GB, ID, IN, MX, NG, PH, SA, TH, US, VN) by Ipsos, Sep 2020. In all markets, N=1,000, except for
benchmark markets (AU, GB, US), where N=500. 5 Diwali Seasonal Moment Study by YouGov All (1,692), Used a messaging service (1,303)
3. ST ART E ARL Y , ST AY NI MB L E

Start early, and inspire consumers by enabling discovery of their loved products.

WHEN SHOPPERS START PLANNING

THEIR FESTIVE PURCHASES

by September by October

70%
66% 65%
63%

1/3
62%

49%

33%
festive shoppers start
25%
planning the purchases
21% 20%
16%
by September
13%

Across categories Mobile phones Electronics Health & beauty Apparel/fashion Food and
beverage

Base (Shoppers): Diwali - (1,692). Heavy (487), medium (517), Light (688)
Q101. When do you start your Diwali shopping?/ Q5. In total, how much do you plan to spend on shopping for holiday this year? 36
Q528a. How far in advance of the $holiday period do you start planning what you will need to buy for yourself, your home and
family in the following categories
Start
planning
now
&
Maximise festive
sales by driving
discovery on
Facebook