Raahil Chopra
May 20, 2011

All About: Facebook Studio

Raahil Chopra explains the newest idea from the social network

All About: Facebook Studio

Facebook continues to set the pace in the digital world with its latest launch, Facebook Studio.

The new platform, launched by the social networking site in mid-April, has been designed primarily for agencies and brands who are interested in seeing creative and innovative work from around the world on one common platform. Each submission by an agency generates an entry in the agency directory. The entry will link to the work they have submitted.

1. Facebook Studio was created to represent the place and community where ideas are born and shared. On the strategy behind the launch of the platform, Kumiko Hidaka, manager, corporate communication, Facebook, said, "With Facebook Studio, we hope to show to agencies and brands that Facebook is a creative platform, and that the best marketing campaigns are the ones that include social ideas from the beginning of the conceptualising, planning and executing. It’s also a tool that is inherently social and reflective of our approach to everything we do – it’s sharable, additive and engaging. We’re not just going to put cool social creative onto a portal and let it sit there. We believe that to truly inspire people, the things we build need to enable sharing and conversation."

Along with other features, Facebook Studio also consists of The Learning Lab.

The Lab acts as a resource where agencies and brands can learn more about advertising, marketing practices and information about Facebook’s ads philosophy.

2. Jack in the Box, a production house in India, is the only Indian entity to have their work showcased on the platform. Roopak Saluja, co-founder and managing director of Bang Bang Films and Jack in the Box, thinks that the platform is the ideal place for agencies to seek recognition with the work they showcase. He believes that a common platform for agencies to showcase their work was imperative and if Facebook didn’t create the platform, someone else would take the plunge to create it.

On the platform, Saluja said, “Analogous to award shows, apart from recognition for the winners, there’s a massive inspirational quotient involved as Facebook Studio showcases the best work around the world using Facebook as a medium. I’m pretty sure it’s going to raise the bar for the kind of stuff you’re going to see brands attempt on Facebook in the near future.”

3. Rahul Mathew, executive creative director, McCann Erickson, agrees with Saluja and thinks the platform is a great idea. "Not just because it applauds the creativity of some on Facebook, but also because it shows the others what all is possible. Internet advertising is still an enigma for conventional advertising agencies; marketing on Facebook, even more so. As of now Indian brands have mainly shown their presence on Facebook only through groups or through television commercials being posted (mostly by those who created it). Nothing like accolades to get the advertising industry working. The reason people even post their work online is for - appreciation, recognition and fame and with the spotlight and the awards they offer just that. Now its just about creating the right kind of work."

With Facebook Studio gaining momentum and awareness, even though McCann India hasn’t showcased its work on the platform so far, Mathew believes its just a matter of time before they join their offices in Tel Aviv and New York.

4. Even though only one Indian entity had joined the website (at the time of going to print), the interest generated globally seems to be enthusiastic. Maxus (London), Draftfcb (San Francisco), JWT (New York), Mother, Ogilvy & Mather (Werbeagentur), Proximity BBDO, (Stockholm, Kuala Lumpur and Riverside Point) and Venables Bell & Partners are just some of the major agencies around the world who have showcased their work on the platform. Hidaka added, "The response from both advertisers and agencies has been very positive, evidenced by the number of submissions that we have seen on Facebook-Studio.com from agencies all over the world showcasing their campaigns."

All in all, like Mathew, we give Facebook Studio a big ‘Like’.

Campaign India

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