The brands we featured this week ran some interesting campaigns, including: Sears launched a Sears Latino Page, Aeropostale launched an e-commerce store, DirecTV is engaging in a Page growth charity drive while Food Network is simultaneously promoting its sponsors while recruiting users to the Page with an associated giveaway.
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 over 100 other featured campaigns by top-performing brands and businesses on Facebook.
Sears Launches Sears Latino Page
Goal: Page Growth, Product Purchase, Brand Loyalty, Network Exposure
Core Mechanic: The new Sears Latino Facebook Page is aimed particularly at Latino customers.
Method: The Sears Latino Page is marketing itself as a destination for Sears’ Latino customers to go to be informed about the latest sales and products that are relevant to them. The Page’s bilingual content — from the landing tab, appliance sweepstakes, status updates and product promotions — is culturally relevant and very family-oriented. Plus, the current appliance sweepstakes is Like-gated, asks for an email address for future email marketing and also asks users to share their entry to the stream.
Impact: The Page currently has grown to 20,800 Likes in the two and half weeks since it launched, and is using several of the tools mentioned above to grow.
Aeropostale’s Facebook E-Commerce Store
Goal: Product Purchase, Network Exposure, Brand Loyalty,
Core Mechanic: An e-commerce store on the Aeropostale Facebook Page.
Method: The Aeropostale Facebook Page features an e-commerce store that allows customers the chance to buy, save, share, Like and comment on products without leaving the platform. The Usablenet store launched at the beginning of August and is combined with a mobile app.
The interface of the store promotes sharing content to the stream; 50 users Like the store itself already and users may also Like individual products. Shopping on the store is fairly easy, although there are lots of clicks involved, the individual items are easy to view and Like. Users may also sign up for email, locate stores, track orders or search using the store. The Page is also promoting the store on the Wall via status updates.
Impact: Thus far the Page has 5 million Likes, and PageData shows a growth of about 200,000 Likes since the store’s launch at the beginning of the month.
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.