4 Standout Facebook Marketing Campaigns Of 2014

Coupons, apps, real-time con­tent, Q&As prove a hit with Face­book users.

Danny Goodwin By Danny Goodwin from Momentology. Join the discussion » 0 comments

From inter­ac­tive Face­book apps to coupons done right, brands test­ing the ROI of Face­book mar­ket­ing cam­paigns had some­thing to post about in 2014.

Face­book mar­ket­ing can take the shape of coupons, apps, and even live-stream­ing video events. In 2014, the NBA, Lis­ter­ine, MTV and one small sport­ing goods busi­ness ven­tured into new ter­ri­to­ry with unique Face­book mar­ket­ing cam­paigns.

1. Hesselson’s Tests The Facebook Waters And Makes a Splash

A fam­i­ly-owned sport­ing goods and swim­ming pool store decid­ed that for its 60th anniver­sary cel­e­bra­tion this year, it would try some­thing new with its mar­ket­ing efforts: a spe­cial offer on social media. With no pre­vi­ous ecom­merce efforts, but a recog­ni­tion that con­sumers were fre­quent­ly con­nect­ed to com­put­ers, tablets, and mobile devices, Hes­sel­son’s decid­ed to test new online waters.

When peo­ple ask me why a small store like our­selves is still around after 60 years with all the big box com­pe­ti­tion, the answer is that we con­tin­ue to look for change — things that will make us bet­ter,” Hes­sel­son’s pres­i­dent Tom Hes­sel­son told Mar­ket­ing­Sh­er­pa.

Through its pre­vi­ous­ly exist­ing Face­book page, Hes­sel­son’s first post­ed a coupon for $50 off a pur­chase of boots at $200 of more. This was a big­ger dis­count than they usu­al­ly offered (between $20 and $30). Hes­sel­son want­ed the offer to be sig­nif­i­cant so that if the cam­paign turned out to be a dud, he would­n’t have to ques­tion if it was the strength of the offer or the social media vehi­cle that was to blame.

The suc­cess of that first offer led to the launch of a week­ly Face­book coupon cam­paign. These week­ly offers, along with the brand’s oth­er Face­book activ­i­ty, focused on edu­cat­ing con­sumers about their prod­ucts and how to use them. And it drove a new set of cus­tomers to the brick-and-mor­tar.

We def­i­nite­ly hit a dif­fer­ent group of peo­ple than we hit with TV, radio and news­pa­per,” Hes­sel­son told Mar­ket­ing­Sh­er­pa, adding, “I look at Face­book as the new word of mouth.”

The results: In 2014, Hes­sel­son’s attrib­uted $5,500 in net store sales to the Face­book cam­paign. Hes­sel­son’s also so a 23 per­cent increase in online-to-offline con­ver­sion, and a 1,100 per­cent boost in mar­ket­ing ROI.

2. MTV’s Facebook App Match Machine

In a time where TV view­er­ship is declin­ing while social media use is ris­ing, MTV designed a Face­book app to bring atten­tion to its new real­i­ty dat­ing series “Are You The One?” With agency Wen­der­flack, MTV launched a Face­book app called “Match Machine” last Feb­ru­ary.

With a push of a but­ton, the app tells users which of their Face­book friends was their best roman­tic match. Huff­in­g­ton Post cov­er­age of the app her­ald­ed its match­mak­ing abil­i­ties as spot on.

The app was used 84 mil­lion times, and shared 7 mil­lion times. As a result, “Are You The One?” received 840 mil­lion impres­sions from this cam­paign world­wide, and audi­ence num­bers that land­ed the show a sec­ond sea­son.

3. Listerine Pairs Its World Cup Sponsorship with Social Campaign

In spon­sor­ing the FIFA World Cup this year, Lis­ter­ine com­bined ele­ments of tra­di­tion­al and new media, con­tests, hash­tags and real-time con­tent. A promi­nent online social ele­ment of the coor­di­nat­ed cam­paign was the glob­al con­test, “Pow­er To Your Mouth” – a cam­paign that gained the mouth­wash brand and its agency MRY a nom­i­na­tion for the 2014 Mashies award for Best Face­book Cam­paign.

Dur­ing the tour­na­ment and in the build up to it, Lis­ter­ine com­ment­ed on news and events around the World Cup on Face­book and Twit­ter. React­ing in real-time, con­tent receiv­ing the most inter­ac­tions were turned into adver­tis­ing and “pro­mot­ed con­tent” with­in the Twit­ter and Face­book mar­ket­ing cam­paigns. Spe­cial care was made to deliv­er­ing con­tent in best form by device, and in mul­ti­ple lan­guages, as the cam­paign spread across 40 coun­tries.

This cam­paign rep­re­sents the first time one of our con­sumer brands has lever­aged real-time social mar­ket­ing on a glob­al scale,” Gail Hor­wood, vice pres­i­dent, world­wide dig­i­tal strat­e­gy for John­son & John­son Con­sumer Com­pa­nies, said in the com­pa­ny’s press release. “We are har­ness­ing the pow­er of a major glob­al event to con­nect with foot­ball fans by help­ing them fuel con­ver­sa­tions about match­es in a high­ly rel­e­vant way.”

For instance, moments after an inci­dent dur­ing the tour­na­ment where one play­er bit anoth­er, Lis­ter­ine found a humor­ous way into the con­ver­sa­tion:

4. NBA Hosts Live Q&As Between Players, Fans On Facebook

When your major asset is your peo­ple, you bring these peo­ple to the fans. That’s what the NBA did using Face­book Live streams in league-host­ed Q&As dur­ing the 2014 NBA Finals in June. Some of the league’s biggest stars, LeBron James, Dwayne Wade and Tony Park­er, answered fan ques­tions posed across social media chan­nels on an inter­ac­tive live video stream native to Face­book.

NBA hosted video Q&A with players and fans on Facebook Live

The Face­book Live Q&As marked the NBA’s first time open­ing tal­ent up to fan ques­tions and engage­ment on social media. As a result, dur­ing the NBA Finals peri­od, the NBA saw a record amount of inter­ac­tions and impres­sions on Face­book, reach­ing 70 mil­lion fans on the Face­book Live posts alone. The league saw 130 per­cent year-over-year increase in fan inter­ac­tion on Face­book dur­ing the final cham­pi­onship round.

What are some oth­er out­stand­ing Face­book mar­ket­ing cam­paigns you saw in 2014?

Danny Goodwin

Written by Danny Goodwin

Managing Editor, Momentology

Danny Goodwin is the former Managing Editor of Momentology. Previously, he was the editor of Search Engine Watch, where he was in charge of editing, content strategy, and writing about search industry news.

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