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Facebook is premiering a weekly video interview series produced by its in-house agency Creative Shop and its global marketing team to tout how brands can create campaigns on the social network.
The weekly series, called "Pub in Pub," will feature interviews with marketing and agency execs in their favorite bars discussing the brand work they've done on Facebook and its photo-sharing service Instagram. The series' aims to serve as a more entertaining version of a case study to showcase "some of the best-in-class creative being done on Facebook and inspire other creatives," said Creative Shop creative Ji Lee.
"It's basically a casual conversation. I go there, meet with the creative directors and have a pint of beer and talk about what's behind the scene of their campaign and what they think about Facebook, the challenges and creative opportunities," Mr. Lee said.
Facebook's Creative Shop has shot six five-minute episodes that will run on the social network's Facebook for Business section. Mr. Lee said he hopes to continue to develop the series after the first run wraps.
The first episode of "Pub in Pub" will premiere on Thursday and star Droga5 Chief Creative Officer Ted Royer, who will detail the work its client Newcastle has done on Facebook. (That video is below.) Future episodes will include Razorfish Creative Director Alex Bodman talking about Mercedes-Benz's work on Instagram and VML Creative Director Chris Corley discussing Wendy's social marketing.
To make sure advertisers check out the series, Facebook will be directing its autoplay video ads at them. The company is taking advantage of its occupation-based targeting feature to show the ads to Facebook users who work in advertising and will also incorporate interest targeting, such as people who have liked Ad Age's or the Cannes Lions' Facebook pages.
Facebook's global marketing team is footing the bill for the campaign, including production costs and the video ad buy, Mr. Lee said. He declined to say how much the organization is spending on the campaign.