Featured Facebook Campaigns: Craftsman, Unilever & Zynga, American Express and El Pollo Loco
Charity, branded gaming, purchase selection and free food were part of the ways brands engaged customers on Facebook this week. 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.
Craftsman’s Public Park Rehab Project
Goal: Engagement, Product Purchase, Network Exposure, Charity
Core Mechanic: A photo contest that allows users to encourage their network to vote for their photo.
Method: Essentially this photo contest asks users to submit a photo of a park in their area that could use some revamping. Whichever park wins will receive a $10,000 makeover, the user who uploaded the photo will receive a set of Craftsman tools, and there will be runner-up prizes of tools as well. Once a user completes the contest entry, they may publish a story to the stream.
Impact: The Craftsman Page has 496,900 Likes so far, but the contest is not Like-gated, thus the company is losing out on potential growth to their Page with this contest. Though users must return to the Page to vote for the entries, the only real viral component of this contest is the publishing of a feed story upon entry, which is optional.
Unilever’s Lux Featured on FarmVille Chinese
Goal: Network Exposure, Product Purchase, Brand Loyalty
Core Mechanic: Unilever’s Lux brand launched a FarmVille Chinese tie-in.
Game: Within FarmVille Chinese, users will have the chance to wherein to beautify their farms with Lux limited edition beauty products. Users then are rewarded with virtual currency they can use to redeem for beauty crops inspired by the company’s products, such as a cooling mint tree, apricot or cherries.
Method: Within the game users who interact with Lux’s icon, actress Shu Qi, are rewarded for doing so. This gives users the incentive to interact with the company’s product within the game, thus making the product placement an integral part of the gaming experience.
Impact: According to AppData, FarmVille Chinese has about 850,000 MAU; thus, product placement within this app is guaranteed to reach a wide audience.
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.