Facebook Advertising Award Winners – LICRA

Here’s the first of our regular looks at great advertising campaigns on social media. This week, we’re looking at LICRA’s imaginative impressions campaign.

#nolikesforracism – LICRA – DDB Paris

This upside down ad by LICRA – The League Against Racism & Anti-Semitism – played with our usual use of Facebook. No one expects to see an upside down video, it’s totally out of place. Anyone with an ounce of curiosity turned their phone around (fingers crossed auto-rotate is off) and found a video full of casual racism.

The video ended with the line “if you don’t like this video, don’t like this post” giving users a hint to at the like button. It’s the wrong way up. A Big thumbs down. As an organisation, LICRA used an innovative way to get people to take notice of a video on their feeds, where they might have otherwise scrolled past and ignored.

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Some smart Alec trying to read upside down

By changing the function of a classic Facebook feature – the like button – the team behind the mobile-only campaign created an alternative way for consumers to express disapproval with a ‘dislike’ option. It represented a simple and effective act of solidarity against racism and challenged French peoples’ perceptions of hate speech, casual or not.

The campaign received remarkable results, 2.9 million views and 16 shares within the first 24 hours. More importantly, it motivated people to report any racist or anti-Semitic content on Facebook in a country where racism has become a critical issue.

Alarmingly, 35% of French people admit that they are racist according to polls. Stereotypes and clichés have become steeped in French culture and widely considered ‘freedom of speech.’ LICRA knew there was something to be done, and targeted people online, where hate speech occurs so freely and facelessly – behind a keyboard.

The importance of retargeting

It doesn’t end there. After generating millions of video views and dislikes, LICRA then followed up on the video by remarketing it to people that had liked or shared their previous post. Using a new set of carousel adverts, LICRA educated users on the actual damage that racism causes, such as discriminatory employment practices and unfairly rejected housing applications.

The team behind the campaign were clearly aware of the importance of retargeting as an online advertising tool. Advertisers can reach out to an audience that has already shown an interest. What’s better than an interested audience? Any advertising campaign can use retargeting in this way. Build brand awareness, then remind your refined audience of your key message or product.

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An (admittedly blurry) screenshot of one of LICRA’s carousel

Think of retargeting like dating. You have a great first date, you’re really keen to see them again. So you give them a call. That’s retargeting.

There are a few methods of retargeting, advertisers can include customers that engaged (liked/shared/replied) with a post or previous advert of their’s, or it can be previous visitors to your website.

How did retargeting work for LICRA?

The retargeted image carousels meant they were able to build a relationship with those who had already engaged and reach an incredible amount of people. Anyone that’s a big Alec Baldwin fan should think of his killer speech in Glengarry Glen Ross. ABC. Always Be Closing. Video below, be warned of a few rude words.

The images highlighted more examples of racism and antisemitism and put the issues concerned higher in peoples’ priorities, supporting LICRA’s core goals for the initial campaign. Continuing the campaign this way not only educated viewers on the consequences of hate speech, including facts and figures, but gave the non-racist 65% a platform to discuss and condemn casual racism.

They also invited users to click on a call-to-action link, which brought them to LICRA’s website where they could explore and join the organisation and show more solidarity against racism.

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