Brands on our post this week used livestreaming, social commerce and photo contests to attract users and customers during the slow summer months. 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.
Toys “R” Us Christmas in July Contest
Goal: Engagement, Product Purchase, Brand Loyalty, Network Exposure, Page Growth
Core Mechanic: The Like-gated contest asks users to submit a photo or video of their best Christmas moment on the Page to compete to win a store gift card.
Method: By submitting a photo or video about their best Christmas moment, users enter the contest to receive Toys “R” Us gift cards. Submissions are then are voted on by their peers. Since the photos are of compelling moments, users are likely to direct their friends to view them on the Toys “R” Us Page, increasing virality. This should offset the higher barrier to participation that comes with photo submission contests.
Impact: As Toys “R” Us is a well-established brand, this contest looks to increase sales in the slow summer months and secure Likes that will help the retail chain’s marketing efforts in the high traffic pre-holiday months. The Page now has over 1.5 million Likes. The contest, which runs until July 24, has just under 60 entries only a few days after launching. More virality can be expected when voting begins, which will also happen on the Facebook platform.
Finally, the company is pairing the contest with special “Christmas in July” discounts on merchandise.
Craftsman American Treasures Photo Contest
Goal: Network Exposure, Page Growth, Product Purchase, Brand Loyalty
Core Mechanic: A photo contest in which users submit photos related to Craftsman merchandise.
Method: The Like-gated contest asks users to submit photos of vintage Craftsman tools, or related items like lawn/garden equipment and historic items in order to win a $100 Craftsman gift card or the chance to have your antique evaluated by a famous antiquer. The submission automatically signs users up for the Craftsman email list and generates a feed story upon entry.
Impact: The Page currently has 426,100 Likes, not bad for a tool company, and there have been 276 entries. For the amount of money the company invested in this gift card giveaway, the return should be well worth it.
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.