Among the tactics used by the brands on our featured Facebook campaign roundup this week, a restaurant asked its reward club members to help grow the Page, Bissell (a maker of vacuum cleaners) wanted to help pet lovers help pets across the country, a bank offered tennis lovers a crack at playing with a pro and TNT promoted its basketball coverage by offering all types of updates on its new Page.
We’ve excerpted two of the campaigns below. You can see the full week’s coverage in the Facebook Marketing Bible, which also includes detailed breakdowns of dozens of other featured campaigns by top-performing brands and businesses on Facebook.
Buca di Beppo’s Social Media Day Challenge
Goal: Page Growth, Product Purchase, Engagement, Brand Loyalty
Core Mechanic: Buca di Beppo, an Italian restaurant chain, prompted its rewards club members to help the chain grow the Facebook Page for Social Media Day.
Method: The promotion asked users to help grow the Page past 100,000 Likes in honor of Social Media Day and utilized email marketing, as well as Twitter and Facebook. The reward for rewards club members once the Page reached 100,000 Likes (from 66,000) was a $10 reward certificate.
Impact: The campaign generated 100,000 Likes in seven hours, with 14,000 likes in the first hour. Currently the Page comes in just under 131,000 likes. This campaign highlights what we frequently see on our campaigns posts, that people love free stuff, in this case a $10 coupon. The campaign was successful because it created a value exchange between rewards customers, who then asked their friends to Like the Page, converting them into brand evangelists.
Like Bissell, Love Pets Challenge
Goal: Engagement, Page Growth, Brand Loyalty, Charity, Product Purchase
Core Mechanic: By Liking the Bissell Page, users can prompt the company to donate $0.50 to the Petfinder.com Foundation to help rescue dogs and cats.
Method: After a user Likes the Page, the app calculates the total amount of money donated to pets by Liking the Page. Users have to enter their name, email and zip code to complete their donation, however.
Impact: Thus far the total donated on the Page, with 47,500 Likes, is $21,555.50, which translates into a lot of Likes on the Page. What’s more, when Bissell asks users for their email address, a box is automatically checked for the company’s email list. So, overall the promotion was pretty successful, paints Bissell as a charitable company and boosts its email distribution list, too.
How are top brands in the industry designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of dozens of Featured Campaigns by top-performing brands and businesses on Facebook.