Marketing spotlights successful, proven Facebook campaigns from Canada and around the world
Tim Hortons Canada
The Objective
To encourage engagement with the brand and its “Roll Up The Rim” promotion.
The Campaign
For the first time, the coffee chain added a Facebook component to its beloved “Roll Up The Rim” promotion, running alongside television, radio, outdoor and in-store. Fans of Tim Hortons’ Facebook page were given four interaction opportunities: download a free ringtone of the “Roll Up” song used in Tim Hortons’ TV ads; create a profile picture with the 25th Anniversary “Roll Up” theme; play “Roll Up Roulette” for a $25 gift card or free coffee for a year; or upload an audio recording for the “Longest RRRolling ‘R’ Challenge.”
Tim Hortons supported the “Longest RRRolling ‘R’ Challenge” with Facebook Like Ads targeted at Canadians who were not yet fans of the company’s fan page.
The Results
• 140,000-plus views of the two “Roll Up the Rim” Facebook tabs during the four-week campaign.
• 957 new people “liked” the Tim Hortons Facebook page as a result of the Facebook Ads.
• More than 38,000 new fans “liked” the Tim Hortons Facebook page during the contest.
• More than 11 million impressions were generated from Wall posts.
• More than 120,000 fans clicked through to watch the 13-minute “RRRolling ‘R’” video.
Ford Motor Company
The Objective
To promote the redesigned 2011 Ford Explorer with a reinvented marketing approach.
The Campaign
Instead of unveiling the popular SUV at an auto show, the car company decided to use Facebook instead. The page was used to reveal teaser photos and videos of interviews with designers and engineers in the weeks leading up to the July 2010 reveal. If the page reached more than 30,000 fans, Ford said it would give away a new Explorer. The day of the launch, a “Reveal” tab was added to the page along with a video featuring celebrity spokesperson Mike Row and CEO Alan Mulally. The all-day Facebook “Auto-Show” included detailed tours, photo galleries and a live Q&A with Ford execs.
The Results
• During the 2011 Chicago Auto Show, Amy Marentic, marketing manager for the SUV and Crossover vehicles at Ford Motor Company shared results from the Facebook campaign: 75,000 fans logged on the day of the virtual show, the page received 50,000 “likes” and Ford was the top trending term on Twitter and number two on Google.
Healthy Choice Canada
The Objective
To drive trial and build brand loyalty for its “Healthy Choice Gourmet Steamers” single-serve frozen meal.
The Campaign
Launched in late 2010, this campaign marked the company’s first foray into social media. The effort titled “Make Lunch Matter” stressed the importance of eating lunch and choosing convenient and nutritious food. Healthy Choice Canada used Facebook’s ad unit called Reach Blocks (that allow advertisers to reach 100% of a target audience) over a 24-hour period to promote the campaign. Ads in the first Block encouraged Canadians to “like” the Healthy Choice Canada page for tips on health and fitness from a nutritionist, a dietitian and a life coach. The second Block promoted a coupon entitling new fans to a free product. The third Reach Block offered a $1-off coupon. The Facebook page was updated regularly, following a content calendar that was created prior to the campaign launch.
The Results
• More than 10,000 free coupons were issued as a result of the campaign and to date redemption has been over 70%.
• Healthy Choice Canada gained 6,000 fans from the first Reach Block.
• Today, Healthy Choice Canada has over 62,000 fans.
Jacob
The Objective
To reach 25,000 fans, convert 10,000 customers to brand ambassadors, increase store traffic by 5%, generate $75,000 of additional sales in stores and to increase Jacob’s visibility across social and traditional media channels.
The Campaign
Jacob enlisted three well-known Canadian personalities—including social media marketing expert Amber MacArthur—for its February 2011 national campaign. It included Facebook ads as well as a contest. Images of the celebs appeared online and in-store with the taglines “Smart, determined, magnetic… I am Jacob” and “Witty, bold, vibrant… I am Jacob.” Fans could win a Jacob wardrobe worth $25,000 by uploading their profile picture and picking which of the campaign words best described their personality. The picture was converted into black and white, with the words appearing in the campaign orange. Jacob used segmentation tools to pinpoint the interests and pages that Jacob clients would also like and/or would likely visit.
The Results
• Jacob recruited 60,250 fans.
• In the first two weeks of the campaign, Jacob’s Facebook page received 282,950 visits and traffic on Jacob.ca increased by 35%.
• More than 23,000 created a Jacob personality.
• Stores saw a 10% increase in traffic, and sales increased $125,000—a 170% bump and an ROI
of $85,000.
HBO
The Objective
To promote the launch of the True Blood Season Two box set.
The Campaign
Users could link their Blu-ray players to their Facebook page using True Blood Live Feed so that as they watched season two, their Facebook profile picture would transform, making them appear vampire-like. Automatic updates were also posted to the user’s wall and newsfeed. True Blood Live Feed also detected the user’s viewing habits as they watched and re-watched certain scenes, unlocking over 100 unique gifts and posts. Every time the user watched, a link to purchase the box set was next to their changing picture.
The Results
• 40% of fans who paired up their Blu-ray to their social media accounts actively took part every night.
• Fans generated 9,000 scenes that were shared to their Facebook Walls and News Feeds.
• Roughly one-third of all the virtual gifts unlocked were given to non-users, helping to spread the word.
• True Blood Season Two was the number-one TV title released on Blu-ray and DVD in 2010.
SABMiller
The Objective
To promote the launch of the Miller High Life brand in India.
The Campaign
Miller launched an online job search to find the perfect brand ambassador to visit different clubs across India to promote the beer. Young professionals with a wide social network were encouraged to apply for the position using an application that linked the user’s job profile (video resume and media links) to their Facebook page.
Applicants were given “missions” and asked to solicit votes and recommendations from friends within their networks to encourage sharing. Miller promoted the competition using print and radio teaser ads in addition to display advertising on Facebook and recruitment websites. Miller waited more than a month to reveal it was the brand behind the online competition.
The Results
• 37,000 job submissions were received in 60 days.
• During the same timeframe, 100,000 new Facebook India fans were added (from zero).
• 80,000 fans were added in 40 days without revealing the brand.
Procter & Gamble/Macy’s
The Objective
To promote Downy’s new seven-day freshness formula and connect with “eco boomers” who had become disenfranchised with the category.
The Campaign
To prove that clean-sheet day can last all week, the P&G brand invited comedian Mike Birbiglia to live inside a Macy’s display window at one of its New York City locations for one week. Fans were able to interact with Birbiglia and live-stream through Downy’s Facebook page.
The Results
• During the week of the campaign, 1.5 million people visited the “Mike in the Window” tab on Facebook, and 150,000 new users became fans of the page.
• Organic search for Downy’s brand site is up 35%.
American Express Israel
The Objective
To advance a rewards program for Amex card members in Israel and create brand ambassadors through meaningful Facebook interactions.
The Campaign
Amex Israel launched a rewards program in April 2011 for its Facebook fans that allowed them to earn points by engaging with the Amex Facebook page through several challenges and activities. For each engagement on the page, fans earned points that could be converted into coupons and prizes such as breakfast coupons, books and a grand prize trip to Barcelona.
Some of the Facebook activities included:
• Traveller photo gallery: users could upload pictures or video from their vacation.
• Trivia video: watch Amex commercials and answer trivia questions in real time.
• Boardroom: users give input on the brand on everything from which Amex ad should go live and which benefit should be offered to card members.
• Customer surveys about Amex’s services and products.
• Check-in to the Amex website.
The Results
• Since the program launched, there has been a 36% increase in number of fans of the Amex Israel Facebook page. The fan activity rate jumped five-fold.
Del Monte
The Objective
To drive awareness of the relationship between Milk-Bone and the Canine Assistants Organization, a service-dog training group that Milk-Bone has been supporting for more than a decade through a social program called “It’s Good to Give.” The goal was to transform it from an unseen corporate relationship to something that was personal, visible and emotionally relevant to people’s lives.
The Campaign
Milk-Bone allowed fans of the “It’s Good to Give” page to watch a Canine Assistant puppy named Noble go through the process of training to become a full-fledged Canine Assistants Service Dog; they could follow Noble’s growth in Facebook updates and pictures. It began as a social program and blossomed into a fully integrated campaign that included a national 30-second TV spot and a series of web documentaries.
The Results
• Milk-Bone’s share grew from 36% to 38% in roughly four months; private label share fell from 25% to 23% in the same period.
• More than a billion media impressions were generated through PR.
• Roughly 20,000 Wall feed “touches” (meaningful impressions) per post over the course of the program; 6.3 million touches in total.
• Web traffic for Canine Assistants grew more than 800% in the first month of the program.
Chick-Fil-A
The Objective
To build awareness of U.S. fast-food restaurant chain Chick-fil-A’s new Spicy Chicken Sandwich—its first new sandwich in 20 years.
The Campaign
Consumers were notified through Chick-fil-A’s Facebook page that they could “reserve” one of the new sandwiches online. A “Spicy Tab” on the page showed a countdown to the launch of the new offering. Markets showing lower reservation numbers were sent geo-targeted wall posts to boost awareness. Fans could also sample the sandwich for free.
The Results
• 1.2 million online reservations flooded in within 48 hours of the campaign’s launch.
• Visitor activity on Chick-fil-A’s Facebook page almost doubled in the first week of the promotion.
• The original Wall post about the promotion got more than 1.2 million impressions, 1,400 comments and 1,600 “likes.”
• Chick-fil-A earned roughly 58,000 fans during the campaign alone. Wall posts promoting the new sandwich generated seven million impressions.
PoopBags.com
The Objective
The seller of biodegradable dog waste bags wanted to raise brand awareness, give its fans and customers a sense of ownership in the company and engage them.
The Campaign
The “Be the Butt” campaign featured a photo contest on Facebook in which contestants could switch the rear end of PoopBag.com’s mascot with that of their own pet. Fellow fans then voted on the uploaded photos and the winner got $100 in products and a framed illustration of their pet’s behind. Their pet’s bottom was also incorporated into the company’s logo on social networking sites for a limited time.
The Results
• 66% of those that entered the photo contest were new to the PoopBags.com brand.
• There was a 116% increase in PoopBags.com’s fan base on Facebook.
Stanfield’s
The Objective
To appeal to a younger male demographic that is active on social media, and to help raise awareness of testicular cancer and funds for the Canadian Cancer Society.
The Campaign
Mark, a testicular cancer survivor, spent 25 days at home in a wide selection of Stanfield’s underwear while the public watched online at GuyAtHome.com. Stanfield’s said it would donate $1 for every person who “liked” him on Facebook. Originally, Stanfield’s agreed to donate up to $25,000. But given the success of the campaign, the company doubled its pledge to $50,000. During the 25 days, Mark actively engaged with his fans on Facebook. Since then, Stanfield’s has kept its new fans engaged with content like the “Most Average Body in Canada” last fall.
The Results
• More than 43 million media impressions.
• More than 50,000 “likes” on Facebook.
• Stanfield’s became the fastest-growing branded Facebook page in Canada.
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