I just read an interesting article in the Wall Street Journal about P&G (the largest advertiser on the globe) and its experience placing Facebook advertising in front of a highly targeted audience.
It seems that Proctor and Gamble had very limited success with the venture so far. It seems counterintuitive that it would not work as expected. Consider this:
The P&G brand Pampers is able to target new moms and pregnant women on Facebook. The very audience it NEEDS to excite to purchase. Feels like a no brainer. But P&G found the resulting sales less than exciting. As a result, while not giving up on Facebook, P&G is going to increase its TV advertising next year.
What is missing in Facebook advertising?
In other words, Proctor discovered that broad based rather than strictly targeted ads work better. What it is not grasping fully is WHY.
For most of the marketing world, P&G wrote the book on branding. In fact, it doesn’t really understand brand very well. What it invented and took to the level of a science is brand management. The entire marketing focus is on brand teams and the tight relationship between the brand managers and the product.
The reason the Facebook initiative is not working all that well is because the types of advertising that marketers create on Facebook turn out to be product ads and not brand advertising. The snippets are akin to billboards. They focus on efficacy and pricing, not on branding.
I say this because contrary to what P&G has made into its culture, branding is not about the product or HOW it works. Branding is about WHY it matters to the target audience.
The greatest brands in the world are, at their core, a reflection of the customer they need to influence. The greatest promise that Pampers can make is not how dry the baby is when you use Pampers (after all, every disposable diaper keeps the baby dry). It is about WHO the mom IS when she uses Pampers. How a Pampers mom is different and better than those that use a different brand.
Think of Jif peanut butter. Sure it promises that it tastes more like fresh peanuts but the brand promise that choosey mothers choose Jif is the driver of preference. That’s the sort of brand message I am speaking of.
To make Facebook advertising work for marketers, they need to have a MORE emotional message than they do in virtually every other medium. Facebook users have the attention span of a gnat and you must grab them in the gut to get them to invest in a message more intrusive than a billboard or coupon.
If the medium is the message, then P&G must be better at selling the brand and not the product. It’s a brave new world of marketing and traditional advertising is becoming less effective. Advertisers struggle to become more effective and targeting sounds like the answer. It is.
But it requires a rethinking of what branding IS. The halls of P&G must stop harping on the agencies in the Proctor tent with the uniform call of “where is the demo” to an up-to-date demand of “where is the prospect’s emotional needs?”