Best Use of Facebook Advertising

Archived from the 5th Annual Shorty Awards

Winners

PandaQuest: Be the Next Chengdu Pambassador

When you think of visiting China, you might consider the history of Beijing, the sophistication of Shanghai, or the ancient terracotta warriors of Xi’an. But is the Western city of Chengdu on the itinerary for YOUR next trip to China? With its recent rapid development, Chengdu was ready to welcome the world. But we weren’t quite on the map for travelers. We needed to give people a reason to go. That was our challenge. Our solution was to establish the city via its famous and lovable icon, the Giant Panda. We launched the Facebook page to recruit ambassadors for Chengdu Pandas around the world and named them Hopefuls began their PandaQuest on a Facebook App, where they registered to become the next Pambassador and completed simple activities to create personal, shareable content like panda-fying their cover photo. It was important that we could identify credible, influential candidates that were truly passionate about panda conservation, so we put their friends at the center of the experience. To really stand a chance, hopefuls needed to collect friend testimonials and supportive “panda hugs” to prove themselves worthy of becoming a Pambassador. To fuel conversation around the world, we created original, localized and easy to share content for 9 different countries in 7 languages to give our single brand Page a truly global feel. Singapore posted hand-drawn panda comics, the UK jumped on the Gangnam style meme with “panda style” and the US tracked the birth of the San Diego Zoo’s panda cub. We optimized our local content from page insights to publish more of the stories our audience loved. Finally, we used Page Post Ads and Sponsored Stories to share Chengdu pandas beyond our fans, to engage with their friends, and ignite the graph to reach millions of people around the world. In three months, Chengdu Pambassador touched over a tenth of the Facebook universe. Our Facebook page results went beyond expectation: - Reached over 110M people - Grew the community to 411,000 fans from zero - 45,000 PandaQuest entries worldwide, and 405,000 supportive actions from friends - 29% People Talking About This - 6.8M Facebook Actions taken by users - Majority of posts received over 2,000 interactions. - 10+ posts received over 30,000 comments likes, comments and shares. - Facebook Ad CTR of 1.14% - Even Mark Zuckerberg Liked a post early in the campaign, helping Chengdu Pambassador propel to a remarkable level of global engagement. Quickly, pandas dominated conversation both online and offline: - 1.6 billion media impressions - Facebook media: 369 million impressions, 37% of which earned their way into the NewsFeed. - Traditional Media: 900 media outlets across 30 countries in 13 languages, including coverage on Wall Street Journal, ABC, CBS, British BBC, Global Al Jazeera, Japan’s Kyoto News and CCTV China.

Finalists

WGN America "How I Met Your Mother" Facebook Advertising Campaign

Chicago-based TV station WGN America was looking to boost ratings with a younger audience. Although it refreshed its content with shows such as “South Park” and ‘Entourage,” its ratings were lagging. Story’s challenge was to drive offline behavior—namely, tune-in—by developing engaged online communities. Story approached WGN America with a focused plan to use the power of social media to drive viewership to a single show: “How I Met Your Mother.” Story proposed a three-stage campaign to grow ratings and amass awareness with an efficient and flexible use of hypertargeted media and engaging content focused on empowering the show’s “SuperFans,” which would help the content spread to the traditional and casual fans. Facebook played a crucial role in this strategy, with the "Meet at MacLaren's" Facebook Page acting as a thriving hub of content and conversations for "How I Met Your Mother" SuperFans - http://www.fb.me/MeetAtMacLarens. The “Meet at MacLaren’s” Facebook Page, conceived and managed by Story Worldwide on behalf of WGN America, curates and manages content and supervises conversations about the show with the goal of motivating fans to share and engage more often by distinguishing the diehard fan contributors among them. Upon starting 2012 with 180,000 fans, WGN America tasked Story with the goal of helping them surpass one million Facebook fans by year’s end. Using Sponsored Stories and cleverly written engagement ads, the goal was surpassed in a mere five months. Facebook high-five!! From June to October of 2012, Story focused on targeted acquisition of highly-relevant fans while supporting ongoing “Meet at MacLaren’s” Facebook page campaigns. By blending Sponsored Stories, Page Posts, and engagement ads supporting specific promotions, the Page had accumulated over 550,000 new Likes by the end of October. Here is the creative for a few of our legen...wait for it...DARY Facebook Ads!! http://j.mp/U3tuh1 By the end of 2012, the Facebook advertising campaign for “Meet at MacLaren’s” had served more than 2 billion impressions, more than 3 million actions and acquired 1,321,735 new fans with a budget-saving cost-per-like of $0.41 and cost-per-click of $0.17. Most importantly, the paid-media efforts that drove a 700%+ increase in new fans has brought the right fans. The Page frequently enjoys engagement rates of 10 percent to 20 percent on any given day—unheralded compared with many well-known brands that earn less than 1 percent.

Current Entries

Dispelling the Social Media Myth

Produced by: OMD

When Facebook approached McDonald’s with a grant, it made for the perfect test environment to prove that a solely digital campaign could positively impact stores sales and perception for a brick and mortar corporation. The “golden” idea was to use the grant to heavy up Facebook media support to TV-like weight levels in select regional markets to understand if store sales, guest counts and brand perception resulted in a lift when compared to control markets using TV. Utilizing identical video and creative assets that were implemented for the paid national TV support, McDonald’s attempted to prove efficacy of this platform. The decision was made to implement the test in April/May when the National marketing calendar was supporting the Angus Burger and Premium Chicken Sandwich. For the purpose of isolating the impact of Facebook in relation to other media associated with this National brand campaign, a custom experimental design was implemented for the purpose of this program. The perfect meal was built by identifying 6x McDonald’s regions and 2x markets within each region’s comparable sales data and guest counts. One market would receive amplified Facebook support comparable to TV weight levels through the grant funding and the others would not receive any Facebook support, while the remainder of the region experienced standard paid media amounts through national ad funding. • Incremental increase in sales and guest counts, generating a return on advertising spend of over 4X in test markets • Percentage of fans indicating they agree completely/somewhat with the statement “McDonald’s has food I feel good about eating” increased from 4-8% (high of 36%) during the campaign period • Percentage of fans stating “McDonald’s is their favorite restaurant to have lunch” increased by upwards of 13% (high of 37%)

DoubleTree by Hilton - Little Things Project Facebook Advertising

Produced by: DoubleTree by Hilton

DoubleTree by Hilton set off on a mission to ask travelers what “little things” would make their travel more enjoyable. Before launching the nationwide pop-up event tour, the brand took to Facebook to ask their fans what little things would enhance their travel experience as a way to research and help shape the upcoming nationwide tour. DoubleTree by Hilton created a Facebook tab that included a 3-question survey to identify these little things for travel. Those who completed the survey had a chance to win one of ten cookie tins as an added incentive and reward for participating in the survey. To help gain survey entries the brand ran a combination of Marketplace Like ads and Premium Newsfeed ads on Facebook over a 24 day period targeting those whom were not already fans. Through the Facebook advertising campaign, DoubleTree by Hilton received over 4,000 survey entries, sharing valuable insight into what little things would make travel more enjoyable for them. This information helped the brand shape the Little Things Project campaign as they set out on their nationwide tour. The Facebook advertising campaign achieved: Total Entries: 4,041 Total New Likes: 25,000 Total Engagement: 43,000 people Total Impressions: 19.3 million Total Social Impressions: 11.8 million Giveaway: 10 cookie tins rewarded The mix of valuable feedback for the brand and a sweet prize for guests, as well as heightened awareness of both, is resulting in exponential growth in DoubleTree by Hilton’s online community. In just ten days following the campaign’s start, the brand’s Facebook likes grew more than 30%. The ‘People Talking About This’ metric (the brand’s Facebook engagement) increased by more than 427% (14% of the total Facebook fan base). Daily Reach was 7-8x higher during the campaign period with over 43,000 people engaged with the ads and Daily Likes were 2-3x higher during the campaign with over 25,000 new likes received.

WGN America "How I Met Your Mother" Facebook Advertising Campaign

Chicago-based TV station WGN America was looking to boost ratings with a younger audience. Although it refreshed its content with shows such as “South Park” and ‘Entourage,” its ratings were lagging. Story’s challenge was to drive offline behavior—namely, tune-in—by developing engaged online communities. Story approached WGN America with a focused plan to use the power of social media to drive viewership to a single show: “How I Met Your Mother.” Story proposed a three-stage campaign to grow ratings and amass awareness with an efficient and flexible use of hypertargeted media and engaging content focused on empowering the show’s “SuperFans,” which would help the content spread to the traditional and casual fans. Facebook played a crucial role in this strategy, with the "Meet at MacLaren's" Facebook Page acting as a thriving hub of content and conversations for "How I Met Your Mother" SuperFans - http://www.fb.me/MeetAtMacLarens. The “Meet at MacLaren’s” Facebook Page, conceived and managed by Story Worldwide on behalf of WGN America, curates and manages content and supervises conversations about the show with the goal of motivating fans to share and engage more often by distinguishing the diehard fan contributors among them. Upon starting 2012 with 180,000 fans, WGN America tasked Story with the goal of helping them surpass one million Facebook fans by year’s end. Using Sponsored Stories and cleverly written engagement ads, the goal was surpassed in a mere five months. Facebook high-five!! From June to October of 2012, Story focused on targeted acquisition of highly-relevant fans while supporting ongoing “Meet at MacLaren’s” Facebook page campaigns. By blending Sponsored Stories, Page Posts, and engagement ads supporting specific promotions, the Page had accumulated over 550,000 new Likes by the end of October. Here is the creative for a few of our legen...wait for it...DARY Facebook Ads!! http://j.mp/U3tuh1 By the end of 2012, the Facebook advertising campaign for “Meet at MacLaren’s” had served more than 2 billion impressions, more than 3 million actions and acquired 1,321,735 new fans with a budget-saving cost-per-like of $0.41 and cost-per-click of $0.17. Most importantly, the paid-media efforts that drove a 700%+ increase in new fans has brought the right fans. The Page frequently enjoys engagement rates of 10 percent to 20 percent on any given day—unheralded compared with many well-known brands that earn less than 1 percent.

PandaQuest: Be the Next Chengdu Pambassador

When you think of visiting China, you might consider the history of Beijing, the sophistication of Shanghai, or the ancient terracotta warriors of Xi’an. But is the Western city of Chengdu on the itinerary for YOUR next trip to China? With its recent rapid development, Chengdu was ready to welcome the world. But we weren’t quite on the map for travelers. We needed to give people a reason to go. That was our challenge. Our solution was to establish the city via its famous and lovable icon, the Giant Panda. We launched the Facebook page to recruit ambassadors for Chengdu Pandas around the world and named them Hopefuls began their PandaQuest on a Facebook App, where they registered to become the next Pambassador and completed simple activities to create personal, shareable content like panda-fying their cover photo. It was important that we could identify credible, influential candidates that were truly passionate about panda conservation, so we put their friends at the center of the experience. To really stand a chance, hopefuls needed to collect friend testimonials and supportive “panda hugs” to prove themselves worthy of becoming a Pambassador. To fuel conversation around the world, we created original, localized and easy to share content for 9 different countries in 7 languages to give our single brand Page a truly global feel. Singapore posted hand-drawn panda comics, the UK jumped on the Gangnam style meme with “panda style” and the US tracked the birth of the San Diego Zoo’s panda cub. We optimized our local content from page insights to publish more of the stories our audience loved. Finally, we used Page Post Ads and Sponsored Stories to share Chengdu pandas beyond our fans, to engage with their friends, and ignite the graph to reach millions of people around the world. In three months, Chengdu Pambassador touched over a tenth of the Facebook universe. Our Facebook page results went beyond expectation: - Reached over 110M people - Grew the community to 411,000 fans from zero - 45,000 PandaQuest entries worldwide, and 405,000 supportive actions from friends - 29% People Talking About This - 6.8M Facebook Actions taken by users - Majority of posts received over 2,000 interactions. - 10+ posts received over 30,000 comments likes, comments and shares. - Facebook Ad CTR of 1.14% - Even Mark Zuckerberg Liked a post early in the campaign, helping Chengdu Pambassador propel to a remarkable level of global engagement. Quickly, pandas dominated conversation both online and offline: - 1.6 billion media impressions - Facebook media: 369 million impressions, 37% of which earned their way into the NewsFeed. - Traditional Media: 900 media outlets across 30 countries in 13 languages, including coverage on Wall Street Journal, ABC, CBS, British BBC, Global Al Jazeera, Japan’s Kyoto News and CCTV China.