Engagement Ad Helps Kohl’s Become This Week’s Fastest Growing Facebook Page
Over the weekend, Kohl’s bought a Facebook homepage engagement ad, and now it’s the fastest growing Facebook Page, according to PageData. Kohl’s had under 10,000 fans last Friday, and then gained over 350,000 fans over the weekend. The viral growth of the page has continued, and the Page now has over 560,000 fans – showing the power of organic growth after an ad campaign through Facebook’s News Feed. And those numbers are still growing.
As we’ve mentioned several times this week, while marketing on Facebook can be one of the most cost effective and viral ways of reaching your target audience with very little fixed costs, it’s not “free.” While Facebook offers free products to brands and advertisers, organizations need to understand that seeding their Facebook audience through Facebook advertising can significantly accelerate viral growth. When used strategically, Facebook advertising can play a very effective role in building your Facebook Page.
Joining Kohl’s in the Top 5 this week include Megan Fox (#2), Harry Potter and the Half-Blood Prince (#3), Kellogg’s Pop-Tarts (#4), and Will Smith (#5), together representing gains ranging from 230,000 to 340,000 fans.
| Name | Fans | Gain |
Gain, % | |
|---|---|---|---|---|
| 1. | Kohl’s | 561,434 | +552,045 | +6,133 |
| 2. | Megan Fox | 4,585,121 | +333,047 | +7.83 |
| 3. | Harry Potter and the Half-Blood Prince | 1,205,503 | +250,905 | +26.28 |
| 4. | Kellogg’s Pop-Tarts | 718,876 | +231,611 | +47.53 |
| 5. | Will Smith | 4,188,054 | +231,193 | +5.84 |
| 6. | Mafia Wars | 3,136,871 | +146,115 | +4.89 |
| 7. | Ralph Lauren | 464,959 | +144,659 | +45.16 |
| 8. | 4,425,790 | +124,588 | +2.90 | |
| 9. | Sooty and Sweep | 276,940 | +112,839 | +68.76 |
| 10. | Monica | 285,066 | +111,029 | +63.80 |
| 11. | Michael Jackson | 10,052,051 | +100,245 | +1.01 |
| 12. | PIRRY | 559,303 | +96,237 | +20.78 |
| 13. | Texas Hold’em Poker | 2,313,703 | +91,692 | +4.13 |
| 14. | Amusement Parks | 483,757 | +75,324 | +18.44 |
| 15. | New York Yankees | 490,731 | +73,475 | +17.61 |
| 16. | Celebs on Facebook | 746,268 | +72,052 | +10.69 |
| 17. | Fresh Prince | 2,044,983 | +68,776 | +3.48 |
| 18. | Selena Gomez | 2,466,977 | +67,022 | +2.79 |
| 19. | Funny People | 141,162 | +65,530 | +86.64 |
| 20. | Roger Federer | 2,508,812 | +64,325 | +2.63 |
August 5th, 2009 at 6:30 am
showing the power of organic growth after an ad campaign through Facebook’s News Feed
i am a little confused. when you say ad campaign and news feed what do you mean? did the numbers increased from facebook ads or from people writing on their news feed for the company?
August 5th, 2009 at 11:38 am
@ Stelios.
I think he meant that the growth from 10K to 350K occurred during the ad campaign. Growth after the 350K occurred after the campaign had ended on the weekend.
The residual growth can no doubt be attributed to the fact that the Kohl’s page would show up in the ‘Suggestions’ section of the homepage for tens of thousands of Facebook users.
I’d say a smaller but not insignificant portion of the growth came from stories in the ‘Highlights’ section of the homepage due to wall posts and comments on the Kohl’s page.
The ‘Suggestions’ section has a more prominent position on the homepage and items in the Suggestions section have less competition for airtime, whereas your friends are constantly pushing items out of queue in the ‘Highlights’ section.
August 5th, 2009 at 2:41 pm
so basically, if i asked you to give me a percentage of ad campaign and suggestion link towards the total success of the rise of the numbers,what combination would you give me?