Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Best in Facebook Marketing: Studio Award Winners
Posted on May 3rd 2014
The Facebook Studio Award winners were announced this week, which means I got to sit around and relive some of our favorite Facebook campaigns of the year. These awards are given to brands and their agencies for work that proved to not only drive engagement, but also build word of mouth and brand awareness. Here are some of my favorites from the list of winners, and a few reasons why.
Photo Credit: Facebook
Droga5 & Newcastle: If We Made It
The most memorable commercial from this year’s Super Bowl brand bonanza never even aired during the game. Instead, Newcastle relied on the buzz from their clever digital campaign If We Made It and wrote the book on how to use influencers to magnify a brand message and grow awareness.
- Brand awareness grew by 5%, with a 6% increase in trial
- Purchase consideration grew 19% among Newcastle’s target
- 8,000 comments and 16,000 shares were generated from the campaign on Facebook
VML & Wendy’s: Wendy’s Bacon Portabello Melt on Brioche
This entire campaign was created with Facebook commenters in mind. Understanding that many of its brand fans enjoy a slip-up, Wendy’s embraced this mentality and gave them something to talk about. Brioche is a weird, delicious word and it turned this sandwich from a boring new menu item to a shareable, fun campaign.
- 1.7 million total post engagements
- 50,000 new Facebook fans during the 5 weeks the campaign ran
72andSunny, Carl’s Jr. & Hardee’s: Reclaim Your Angus
We’d like to give a big, juicy kiss to whoever initially claimed the domain name for ReclaimYourAngus.com and gave us this stacked digital campaign. 72andSunny used the discontinuation of angus burgers by McDonald’s to turn their disappointed fans into CKE regulars. They used the Facebook Power Editor to talk to angry fans and offer them a lower priced, better burger.
- 300% rise in coupon redemptions (over 6,000 total)
- 37,000 new fans in three days
Wieden+Kennedy & Nike: RunNXN (Nike Cross Nationals)
Looking to maximize their sponsorship of Nike Cross Nationals with a crowd worthy of its high school athletes, W+K used Facebook to get the job done by bringing the race to the fans on the social network. The real-time Facebook app RunNXN pulled in data from the runners’ shoes and pushed it out to their Facebook friends. It was a great way to take advantage of the individual networks of the runners and maximize the attention of this national race all day long.
- 1.5 million minutes were spent engaging with RunNXN
- In the live chat feed, comments peaked at 2.2 per second
DDB Chicago & State Farm: State Farm Double Down
This campaign was just plain fun. Talking trash on Facebook is a tactic most fantasy football fans are familiar with and last season, State Farm wanted in on the action. Using the SNL Super Fans skit as inspiration, DDB was able to create 13 weeks worth of sponsored Page posts and target the 45 million fantasy football fans in the US.
- 900 million social impressions
- 500,000 likes
Coming up with shareable, interesting campaigns on social media isn’t easy. But when brands and agencies are able to strike gold, the bigger challenge is in keeping their Facebook communities engaged and active over the months that follow a successful campaign. Facebook marketing is a marathon, not a sprint. Impactful campaigns give brands a strong base to build on and find their best fans and biggest advocates. What they do once they find them is what separates the truly social brands from the brands that merely enjoy peaks of success throughout the year without any real traction.