Platform partnerships, photo tagging, virtual gifting and March Madness were among the methods used in the Facebook campaigns we’ve highlighted this week. Buddy Media and L’Oréal salons have partnered to promote hair care products on Facebook with Buddy Media’s Platform. Then Electronic Arts partnered with Florida’s Natural Orange Juice to offer in-game juices in two different games. Buick is taking advantage of NCAA March Madness to grow its Facebook presence and State Farm Insurance is looking to spread the word about its product through viral photo tagging.
We’ve excerpted two 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.
Buddy Media and L’Oréal Salon Partnership
Goal: Network Exposure, Page Growth, Product Purchase
Core Mechanic: Buddy Media is partnering with L’Oréal and its 4,200 salons in the U.S. by giving them access to the Buddy Media Platform to promote their businesses on Facebook.
Method: L’Oréal is a Buddy Media client and the two partnered to give access to more than 4,200 salons in the U.S. access to their Facebook management platform. The launch happens this month for L’Oréal and Redken salons; later this year Matrix, Kerastase and Mizani brands will follow. Each brand and the associated salons will use the platform differently, depending on the marketing needs.
Impact: L’Oreal can use Buddy Media Platform features like global and local Page controls to let each salon manage and customize their own Pages to specific areas.
EA, Florida’s Natural Orange Juice and Playfish Social Games Team Up
Goal: Product Purchase, Network Exposure
Core Mechanic: Electronic Arts is set to feature Florida’s Natural Orange Juice products in its Playfish Restaurant City and Pet Society games as giftable virtual items.
Game: Players have the chance to use the juice products to enhance their social game interactions with friends on Facebook.
Method: Florida’s Natural Orange Juice products will appear in the Restaurant city and Pet Society games. In Restaurant City, the juice products will help distinguish a user’s restaurant by “serving the best juice products in the world to its patrons,” according to a press release. In Pet Society, users can give gifts to friends — which with the Florida’s Natural Orange Juice partnership includes the company’s juices. Players will also have the chance to visit Florida’s Natural juice stands within the virtual world of Pet Society.
Impact: The collaboration creates the opportunity for Florida’s Natural Orange Juice products to appear to potentially millions of users. What’s more, the companies noted in a press release that these two particular games were selected for their base of female players.
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.