Optus is the first brand globally to build Facebook's trending news items into a campaign running on the social network as it looks to reach millennials with native ads.
Over the course of three months, Optus will post ads on Facebook every day that directly relate to trending topics as it looks to make its content more relevant.
Every morning at 7am, Facebook will provide Starcom's Optus team the top trending topics for the day. By 9am the agency will feedback creative concepts to the client.
Creative will be approved by midday and will go live on Facebook by 2pm.
Facebook's head of telco, technology and entertainment, Brent Annells, said that the campaign shows a new way of working with brands, adding that Optus is working in way that “no other brand had yet worked” to take advantage of what’s trending on Facebook.
“We’ve never seen this scale of activity for a campaign of this size and duration,” he said.
The campaign, developed by Starcom for the telco, is to launch Optus' My PrePaid Daily tariff.
Starcom’s client service director for Optus, Toby Barbour said: “Using this trending technology we were able to bring the daily value proposition to life, remaining relevant and interesting in News Feed every day for a period of three months. This is the kind of innovative collaboration that delivers personalisation and powerful human experiences for our client”.
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