Black Friday features prominently in our campaigns this week as Toys “R” Us offered its catalog for download on Facebook and Walmart used an app to help users locate their nearest stores — and the deals to be had there. Macy’s also released an app designed to involve users in the company’s annual Thanksgiving parade, GLAAD’s Thanksgiving effort to promote LGBT equality, movie streaming, free handbags and more.
Below is an excerpt of this week’s full Featured Facebook Campaigns entry in the Facebook Marketing Bible, which also includes detailed breakdowns of over 100 other Facebook marketing campaigns by top-performing brands and other organization on Facebook.
The Great Big Toys “R” Us Book
Goal: Page Growth, Product Purchase, Brand Loyalty
Method: The Great Big Toys “R” Us book is available for download as a PDF on the company’s Page.
Core Mechanic: The app allows users to download the company’s toy catalog that includes holiday shopping specials for leisurely perusal. The company first began releasing the catalog on Facebook in 2009; at the time users could only peruse the catalog on Facebook, thus, the download represents the next level in marketing. The app also offers users the chance to sign up for mobile deals or emails.
Taco Cabana’s eClub Free Taco
Goal: Email Acquisition, Brand Loyalty, Product Purchase
Method: The Page’s Join Our eClub tab asks users to sign up for the company’s email list, taking them to the website to sign up in exchange for a free taco.
Core Mechanic: The free taco serves as a lure to bring customers into the social media and email offerings the company frequently launches, such as seasonal beverages or foods. The company has also been advertising the offer and its social media presence in-store to boost its email list.
Impact: The Page currently counts about 82,000 Likes and shows steady growth, according to PageData.
Want to learn how top brands are designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of hundreds of Featured Campaigns by top-performing brands and businesses on Facebook.