How do you write a novel in the space of a short story? That’s often the struggle with crafting content for social media, where character counts and attention spans work against the kind of deeper storytelling advertisers wish to impart. For Claritin’s claim that it hinders allergy symptoms caused by over 200 different types of allergens, the thought of conveying that message on social media can be daunting. How can you stuff over 200 allergens into 140 characters?
Enter Facebook’s new ad unit, the Canvas. As a modular, mobile unit designed for deeper storytelling, it was the perfect platform to bring Claritin’s “200” claim to life.
Our audience? Outdoor enthusiasts and allergy sufferers, 96% of whom interact with our content exclusively on mobile, making a mobile-only activation like the Canvas made perfect sense for the brand.
Our idea? A gamified photo story called “Spot the Allergens!” where in a full-screen ad experience, viewers can explore different areas—the yard, the living room, the bedroom—to find unexpected, everyday items that may be triggering their allergy symptoms. Utilizing the unit’s “tilt to pan” feature, audiences are immersed in another world they can spend time in to learn and have fun.
The hard work paid off—the Canvas unit delivered the most impressions with 15.6M and was our most efficient ad unit of the season.
And though the low CPM of $2.23 indicates success of the ad, the truly staggering result was an average view time of 9.99 seconds. To put that into perspective, that's longer than the average attention span of a person.
To view the full ad experience, click here (mobile-only): http://fb.me/27ptoUx1oyjbP8Y
In addition to innovation, we also were tasked with maintaining Claritin's social media presence by creating snackable, thumb-stopping content for Spring and Fall. By mixing humor and emotion with premium imagery, we were able to boost the quality of content as well as stay relevant to our audiences.