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

CONTENT
01
Festive outlook
The season of brand discovery
02
Festive shopper’s digital behaviors
From discovery to demand
03
Campaign planning
Start early. Stay nimble.
02

1. THE SEASON OF BRAND DISCOVERY
Change in shopping habits
Change in spending habits
01
Digital influence across key categories increased up to
25% within just three months of the pandemic 1
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 year 4
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)
4. YourStory July 10 | 5. YouGov India’s online panel, across 2000 respondents in Aug 2021
03

2. FROM DISCOVERY TO DEMAND
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
DEMAND
The rise of social
video:
People are craving for
connections with each
other and businesses
The need for a
friendly advice:
Festive shoppers seek
shopping
recommendations
from influencers
The growth of
immersive
experiences:
Immersive experiences
evolved from a novelty
to utility
The heightened
expectation of
seamless purchase
experiences:
Festive shoppers expect
the buying process to be
frictionless
04

2.1 THE HOME FOR PERSONALIZED DISCOVERY
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
and family
Experience everyday
moments together
Builds community
Experience big
moments together
% of
users
100
90
80
70
60
Of users associate
50
Facebook app with
40
building
30
community
20
10
0
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.
Unless specified as Facebook app, "Facebook" refers to Facebook app + Instagram
06

Facebook provides a personalized environment
% of
users
90
For people
like me
Feels
personalized
The content creates a
personalized experience
80
70
60
50
40
30
20
73%
Of users associate
Facebook with
feels personalized
Of users associate
Facebook with feels
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
Unless specified as Facebook app, "Facebook" refers to Facebook app + Instagram
07

MOMENTS OF DISCOVERY HAPPEN ON FACEBOOK
Of online shoppers who use Facebook platforms weekly:
90
80
83
77
70
64
83%
60
50
47
40
who discover new brands or products online
typically discover on a Facebook platform 1
30
20
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 platform 3
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
100%
E - COMMERCE
100%
TECH AND TELCO
ENTERTAINMENT
90%
80%
70%
60%
50%
40%
30%
20%
66%
52%
47% 46%
90%
80%
70%
60%
50%
40%
30%
20%
70%
56%
46% 44%
80%
70%
60%
50%
40%
30%
20%
69%
39% 38% 37%
10%
10%
10%
0%
FFOAS
eCommerce
websites
TV
Search
0%
FFOAS
eCommerce
websites
Search
TV
0%
FFOAS Search TV ecommerce
websites
100%
90%
80%
70%
60%
50%
40%
59%
CPG (INCL. FOOD)
41%
38% 37%
90%
80%
70%
60%
50%
40%
77%
TRAVEL
51%
44%
39%
60%
50%
40%
30%
FOOD AND BEVERAGE
48%
31% 31%
29%
30%
20%
10%
0%
FFOAS
eCommerce
websites
TV
Search
30%
20%
10%
0%
FFOAS Television Search ecommerce
websites
20%
10%
0%
FFOAS
eCommerce
websites
Search
engines
TV
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).
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?
10

Festive shoppers seek discounts and FFOAS leads
discovery of festive offers and discounts
67%
65%
of consumers agree that
they pay attention to
prices 1
consumers discover
discounts on FFOAS 2
65%
67%
50% 49% 48%
53%
42% 41%
35% 34%
28%
25%
Mar'20
May'21
Net FFOAS YouTube Television eCommerce
Websites
Facebook WhatsApp Search
Engines
Instagram
In-person
Conversations
Store
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)
Q517. How did you find out about any of the discounts and offers available during this seasonal discount sale?
11

2.1 Insight
Marketer Opportunity
Indians discover their loved brands
on Facebook
Leverage the Facebook platforms to reach audience at
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
01
Lay the foundations for a personalized shopping experience
with Facebook pixel and app SDK.
LEARN MORE ABOUT FACEBOOK PIXEL
LEARN MORE ABOUT CONVERSIONS API
Use flexible campaign parameters to maximize the benefits of
03 machine learning.
LEARN MORE ABOUT APP SDK
LEARN MORE ABOUT LIQUIDITY AND AUTOMATION
12

CASE STUDIES
Bournville improves purchase
intent with personalized ads
Clean and Clear enabled brand
discovery among teens by
Mobile optimized videos personalized for five personas:
People interested in fitness, music, movies, shopping,
and international travel.
leveraging Instagram
+6.2pt
AD RECALL AMONG
13- 17YR OLD GIRLS
+2pt
LIFT IN MESSAGE
ASSOCIATION
33%
+4.6pt
+2.5pt
+1.6pt
LOWER COST PER
INCREMENTAL
AD RECALL
AD RECALL
TOP OF MIND
AWARENESS
PURCHASE
INTENT
https://business.instagram.com/success/clean-and-clear/

2.2 THE RISE OF SOCIAL VIDEO
People are craving for
connections with each
other and brands
14

88% Instagram
Viewers say they watch videos at
least once a week on Facebook &
1
94% videos
Of those who watch publisher
on Facebook, share it 2
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
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.
15

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 connection 1
Why people watch video: to connect with brands 2
Brand Connection
50
40
30
~1/3
viewers watch video on
Facebook to connect with
brands
20
% OF USERS
10
0
0 20 40 60 80 100
24%
More than YouTube
Among 18-34
For connection
Facebook
YouTube
Snapchat
TV
41%
More than Snapchat
Among 18-34
Prime Video
Netflix
Disney
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
viewers in IN), Oct-Nov 2020. UNLESS SPECIFIED AS FACEBOOK APP, "FACEBOOK" REFERS TO FACEBOOK APP + INSTAGRAM
16

2.2 Insight
Marketer Opportunity
People are craving for connections
with each other and brands
Create positive ad experiences through relevant video
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
LEARN MORE ABOUT INSTREAM
TIPS FOR FACEBOOK AND INSTAGRAM LIVE
LEARN MORE ABOUT INSTREAM RESERVE
Attract shoppers’ attention and create immersive experiences
with Stories ads.
LEARN MORE ABOUT STORIES ON FACEBOOK
LEARN MORE ABOUT STORIES ADS ON INSTAGRAM
17

CASE STUDIES
SAVLON’S INSTREAM CAMPAIGN
DROVE BRAND AWARENESS FOR
A NEW LAUNCH
AASHIRVAAD ATTA’S
INSTREAM CAMPAIGN
DROVE BRAND SALIENCE
HDFC’S INSTREAM RESERVE
CAMPAIGN DRIVE SALES OF
INSURANCE PRODUCT
15 PT
Lift in ad recall
9 PT
Lift in brand
awareness
5 PT
lift in message
association
16 PT
Lift in Ad Recall
3 PT
Increase in Message
Association
79%
Video View
Completion Rate
+3.8 PT
Lift in brand
awareness
+19%
Increase sales for the
Click 2 Wealth
product (for January
2021, as compared
to December 2020)
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 THE NEED FOR A FRIENDLY ADVICE
Festive shoppers
seek shopping
recommendations
from influencers
19

Influencers play a vital role in the
discovery and purchase process
Preferred source of brand communication
HELPS ME DISCOVER NEW PRODUCTS/SERVICES
NET: Creators
(Celebrity OR Influencer)
DISCOVERY
43% 27% 34% 44%
50% Brand itself
Celebrity
HELPS ME DECIDE WHETHER I SHOULD BUY A PRODUCT/SERVICE
Influencer
PURCHASE
DECISION
39% 22% 31% 49%
45%
Users &
communities
Global Media Study, Platforms by Ipsos. (Facebook-Commissioned online study of 25,004 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
20

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
coming together
Videos that get into the mood of
holiday
Fun/Entertaining
Base: Diwali Seasonal Moment Study by YouGov .Diwali shoppers (1,692): Gen Z & Millennials (1,234), Gen X & Boomers (458)
Q. What types of influencer content do you like to see more of during holiday season on each of these platforms?
21

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
BLOGS
45%
44%
TWITTER
33%
LINKEDIN
19%
PINTEREST
15%
TWITCH
SNAPCHAT
OTHER
1%
4%
3%
Source: https://www.bigcommerce.com/blog/influencer-marketing-statistics/#what-is-influencer-marketing
22

2.3 Insight
Marketer Opportunity
Festive shoppers seek shopping
recommendations from influencers
Give scale to your festive campaigns by partnering with macroinfluencers
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
Spotify drove playlist adoption by
partnering with creators
Swiggy genie built awareness of the
product through influencers on IG
Red Label evoked brand love for its
#LetsUnstereotypeIndia campaign
leveraging creators
1.8 PTS
22%
6.9 PTS 3.6 PTS
8.7 PTS 3.8 PTS
Lift in action intent
Growth in
streams
Lift in ad recall
Lift in top of mind
awareness
Lift in
ad recall
Lift in message
recall
https://business.instagram.com/blog/love-runs-deep
24

2.4 THE GROWTH OF IMMERSIVE EXPERIENCES
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 &
Accessories
Healthy &
Beauty
Cars
Mobile
Phones
Base: Diwali Seasonal Moment Study by YouGov. Base – Diwali category shoppers; Cars (172), Mobile Phones (650), (Clothes & Accessories
(879), Health & Beauty (592)
26

Augmented Reality
is creating a new
path to customer
engagement and
conversion
Year over year growth
of membership in
Facebook Groups
related to AR/VR 1 169%
AR can help bridge
the gap between
online and offline 2 81%
AR is a fun way to
81%
interact with brands 3
Open to brand-led
features in AR 4 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,
SA, TH, US, VN) by Ipsos, Sep 2020. In all markets, N=1,000, except for benchmark markets (AU, GB, US), where N=500.
27

2.4 Insight
Marketer Opportunity
Immersive experiences evolved from a
novelty to utility for shoppers
Bridge the gap between online and offline shopping through immersive
brand experiences
Key Solutions
Use FB/IG Live and partner with
influencers for product demos
Make digital discovery feel real with
the power of AR technology.
Innovation: Get creative with
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
purchases that product on a website that has the Facebook pixel installed.
KEY SALES EVENTS = BIG BILLION DAYS (16-21 OCTOBER)
28

CASE STUDIES
New Vivo V19 unboxed
through AR
Vodafone idea created buzz around new
campaign using AR
One Plus launched a new phone
through AR ads
+9.5 PTS
Ad recall vs
Vertical Norm
6.3pts
3X
Ctr vs Historical
Average
1.6 PTS 1.9 PTS
Tom Awareness Consideration Lift in
Favorability
2 PTS 3.9 PTS
Lift in attribution
to one plus as an
innovative brand
https://www.facebook.com/business/success/2-oneplus
https://www.facebook.com/business/success/vivo-india
29

2.5 THE HEIGHTENED EXPECTATION OF
SEAMLESS PURCHASE EXPERIENCES
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
USERS
# of users in each time period
indexed to Pre Covid levels
HIGHER FREQUENCY IN PRE-
COVID USERS
Net (pre-COVID users who increased
frequency minus those who decreased
frequency)
1.4
58
62
73
1.3
1st Covid Wave
(Mar '20- Aug '20)
1.2
Cooling off
(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.
Source: BCG COVID-19 Consumer Sentiment Survey: Wave 6 23rd 28th May "21 (N-4000)
31

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%
+2pp YoY
Messaged a
business when
shopping
PRODUCT PURCHASE
PRODUCT DETAILS
SHIPPING DETAILS
FEEDBACK
46%
45%
43%
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
messaging service to message the businesses?
32

2.5 Insight
Marketer Opportunity
• Festive shoppers seek seamless buying
experiences
• Simplify shopping experiences – from discovery to purchase on FFoAS
• 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
Re-engage people about the products they've browsed on
your website/ app but didn't purchase.
LEARN MORE ABOUT CLICK TO MESSENGER ADS
LEARN MORE ABOUT CLICK TO WHATSAPP ADS
LEARN MORE ABOUT DYNAMIC ADS FOR RETARGETING
Reach and retain people who have expressed an interest in
your products
LEARN MORE ABOUT DYNAMIC ADS FOR BROAD AUDIENCES
Create delightful and frictionless shopping experiences
UNDERSTAND THE NEW FRICTION POINTS IN- STORE AND ONLINE
33

CASE STUDIES
Lenovo drove efficient customer
acquisition through ads that
Click to Messenger
AU bank acquired new leads of
NRI customers through ads that
Click to Messenger
MyGlamm used dynamic ads to
reach more beauty shoppers and
encourage purchases
Flipkart created a
conversational experience with
ads that click to WhatsApp
14%
35%
2X 2.2X
51%
92%
3.5X $2.5 M
Lower cost
per lead
Higher reach from
ads that click to
messenger
More NRI accounts
opened through
ads that click to
messenger
Higher conversion
rate through ads
that click to
messenger
Lift in sales with
Dynamic ads
Incremental reach
More conversions
(compared to not
using Whatsapp)
In attributable
revenue to ads that
click to Whatsapp
https://www.facebook.com/business/success/lenovo-india
https://www.facebook.com/business/success/myglamm
https://www.facebook.com/business/success/flipkart
https://www.facebook.com/business/success/au-small-finance-bank
34

Summary: 5 Insights which can help
turn the discovery into demand
02 03
The rise of social video:
People are craving for connections
with each other and businesses
The need for a friendly advice:
Festive shoppers seek shopping
recommendations from influencers
01
The home for personalized
discovery :
Indians discover their loved
brands on Facebook
83% who discover new brands and
products online typically discovery
DISCOVERY
DEMAND
~1/3 people watch video on Facebook
to connect with brands 2
04
The growth of immersive
experiences:
Immersive experiences evolved from
a novelty to utility
~6/10 festive shoppers find influencer
videos helpful in purchase decisions 3
05
The heightened expectation of
seamless purchase experiences:
Festive shoppers expect the buying
process to be frictionless
on Facebook 1
~81% people think AR can help bridge
the gap between online and offline 4
~8/10 shoppers messaged a business
for festive shopping last year 5
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. START EARLY, STAY NIMBLE
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% 62%
49%
1/3
festive shoppers start
33%
25%
planning the purchases
21% 20%
16%
13%
by September
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?
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
36

Start
planning
now
&
Maximise festive
sales by driving
discovery on
Facebook