Best Overall Brand Presence on Facebook
It’s pretty much a given that every brand has a Facebook Page, but it’s still rare to find a brand using its Facebook Page in a meaningful way. This category honors brands that use their Facebook Page to provide their customers engaging content and interaction, encouraging more participation and likes, and deriving business value. Unlike Best Use of Facebook in a Campaign, this award is for a brand’s year-round presence. Click here to see the previous winner and nominees.
Social Bonus - Judges will award a social bonus to Industry Award entries that are shared the most by clients, colleagues and industry experts. Direct people to your entry page where they can click one of the share buttons.
Winner
-
Maybelline New York Digital Strategy 2012
Produced by: FoxyMoron Media Solutions Pvt. Ltd.
Maybelline New York is a well renowned brand well loved by women all over the world. Despite a rise in the competition in the cosmetics market in India, Maybelline New York dominated the digital space in 2012 with spirited campaigns across Facebook. We worked towards an idea that was clutter-breaking in the cosmetics category to get women on our social ...
Finalists
-
WGN America "How I Met Your Mother" Facebook Campaign
Produced by: WGN America
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 ...
-
Dr Pepper Facebook Program
Produced by: Code and Theory
2010 and 2011 were historic years for Dr Pepper, but the beginning of 2012 was another story. Growth had slowed. Peppers weren’t engaging like they used to. Facebook had changed and we needed to change, too. So we hit the reset button. Knowing that Pepper fans were increasingly interacting with us on their phones and that imagery was key ...
-
Grammarly
Produced by: Grammarly
Grammarly’s goal is to improve communication among the world’s 2+ billion native and non-native English writers. In addition to providing more than 3 million registered users with our automated proofreader -- which corrects contextual spelling mistakes, checks for more than 250 common grammar errors, enhances vocabulary usage, and provides citation suggestions -- we launched the Grammarly Facebook page as a ...
-
Cartoon Network Brand Presence on Facebook
Produced by: Mobscene Creative+Productions
2012 was an exciting, transitional year for Cartoon Network’s Facebook page. After reaching the 10 Million Like milestone in mid-2012 and experiencing growth averaging a million Likes per month, focus shifted from fan growth to having fun with the passionate and enthusiastic community members. Providing engaging content in a distinct brand voice paid off: Engagement was up 40% over 2011, ...
-
Game of Thrones Facebook Page
Produced by: HBO
The Game of Thrones Facebook page is an extremely popular fan destination, which engages the community with its unique voice. Going into Season 2, the page launched with special features and an engagement strategy designed to sustain accelerated growth in season and beyond.
-
Purina: The Petcentric Moment Studio
Produced by: Deep Focus
Petcentric by Purina is driven by the notion that life is better with pets, and they needed to share this message. To get into peoples’ social feeds, they needed a completely new and clever strategy. Petcentric engaged the Deep Focus Moment Studio, the agency’s creative newsroom for hire. Its real-time social creative production team generates engagement-optimized visual and video content ...
-
WWE's Facebook Page Network
Produced by: WWE
The NFL, the NHL, ESPN, Marvel and Yahoo: What do each of these brands have in common? None of them has more followers on Facebook than WWE. Three hundred and sixty-five days a year and 24 hours a day, WWE provides up to the minute content for more than 11 million Facebook fans. WWE’s Facebook page gives fans a ...
Browse Entries
-
BP Team USA: Using Social to Win Gold
Produced by: Social@Ogilvy
At the Vancouver 2010 Winter Olympics, BP announced its long-term sponsorship with the USOC and Team USA, which would extend through the 2016 Summer Games. As BP continued to work diligently in the Gulf of Mexico, it remained committed to its sponsorship with Team USA and its athletes. For the London 2012 Summer Games, BP sponsored nine Olympic and Paralympic ...
-
Shell Corporate Facebook Page
Produced by: Shell Social Media Center of Excellence
The way companies like Shell communicate, influence and manage brand and reputation has fundamentally changed over the past five years due to progress in social media and mobile technology. Customers, stakeholders, and citizens now have very high expectations for companies to communicate with and engage them in more open and transparent ways. From a communications perspective, we needed a strategy ...
-
Sheetz Convenience Stores
Produced by: Tattoo Projects
Sheetz is a kicked-up convenience store with over 435 locations across a six-state footprint throughout the East Coast and Midwest. Known for its Made-to-Order food and drinks, Sheetz offers a huge variety of sandwiches, subs, wings, salads, appetizers and more available 24/7 along with their convenience items and high quality gasoline. Sheetz has a large contingency of diehard fans and ...
-
Adobe Photoshop Fans Make Creativity Count
Produced by: Edelman Digital
When a Photoshop customer boots up the software for the first time, she or he is presented with a blank slate and the potential for limitless creativity. The ever-evolving nature of the software creates a demand for an outlet where customers can be educated and inspired on a platform that encourages participation and product feedback. The Photoshop Facebook page ...
-
Fresh Step Litter
Produced by: Fresh Step Litter
At Fresh Step, we’re all about celebrating what’s real about cats –and engaging our consumers in a way that’s fun, playful and real. The magic behind Fresh Step’s success on Facebook is our ability to create content that fans want to see and feel compelled to engage with. Over the past year, we have managed to increased overall page engagement ...
-
Chicken of the Sea - Mermaid
Produced by: Chicken of the Sea
After rebranding the Chicken of the Sea Mermaid and immersing her in the social landscape, 2012 was a year of continued brand presence and growth. We aimed to increase our fan base while focusing on engagement throughout the year to ensure maximum reach when announcing Chicken of the Sea’s newest product in the fall.
-
Hot Pockets
Produced by: Threshold Interactive
In early 2012, Hot Pockets was a brand with high awareness and low relevance. Having a young male demographic as our target, we wanted to create a place where content would always be rich and engagement would always be high. In just one year, we launched 4 very different yet successful and engaging campaigns with robust content that have kept ...
-
Kingsford Charcoal Fires Up Facebook
Produced by: Kingsford Products Company
Barbecuing over an open flame is the oldest cooking method known to man. At Kingsford, we’re all about savoring the entire experience – the smoke, the sizzle, the family and friends…and the endless debate over the particulars. Since 2010, we’ve been regaling our Kingsford Facebook fans – from the rookies to the pitmasters – with topical memes, genuine conversations, ...
-
Just Another Day
Produced by: Dia Supermercados
Dia% is a low cost mid-market with an aggressive in neighborhood store strategy focusing in São Paulo state, fighting with Brazilian and international brands that are present all over Brazil. Due to this positioning the brand needs to have lots of small stores to be present in as much as possible neighborhoods. To keep low costs the in store experience ...
-
CAPRICHO on Facebook
Produced by: Capricho
In 2012, CAPRICHO’s Facebook page ceased to be an automatic news feed and began to offer exclusive content increasing the interaction with the reader. It went from 500 thousand to 2 million fans: it is the largest fansite of Editora Abril and the largest teen magazine community in the world. CAPRICHO’s Facebook page represents the hard work that the ...
-
SodaStream Facebook page
Produced by: Likeable Media
In 2012, SodaStream made a strategic decision to increase its Facebook brand presence in order to fuel advocacy in the United States market. The SodaStream Facebook page has been the hub of all the brand’s social activity— from fan-only offers with record-breaking redemption rates to viral videos which gained over 5 million views. SodaStream provides a wealth of exclusive experiences ...
-
BP America: Transforming a Brand Through Community Engagement
Produced by: Social@Ogilvy
We’ve harnessed the power of Facebook, Twitter and YouTube to demonstrate BP’s ongoing commitment to the Gulf of Mexico, while establishing a fresh narrative regarding the company’s investment in America and how it provides safe, reliable energy in the US. As a result, we’re setting the standard for community management by advancing a proactive strategy that centers on working and ...
-
Cigna Go You on Facebook
Produced by: Hill Holliday
Cigna was an unknown brand in the low-interest category of health insurance. We set out to change that by shifting its message away from healthcare clichés to something different: encouraging people to be true to themselves, because nothing is healthier than that. With all media driving to our GO YOU Facebook hub, we prioritized lightweight, engaging content, which ignited a ...
-
Green Mountain Coffee
Produced by: VaynerMedia
The Green Mountain Coffee® Facebook community is rapidly growing with over half a million new fans last year, and that doesn’t include the personal engagements we see on a daily basis. Green Mountain Coffee® fans are eager to discuss their favorite variety, the people in their brew crew, and where they love to enjoy a cup. These fans are a ...
-
Peanuts Worldwide (Snoopy): Facebook
Produced by: Peanuts Worldwide: Snoopy
Snoopy, the iconic character created by Charles Schulz joined Facebook to create a community for life long Peanuts fans to engage with The Peanuts Gang, and to introduce the brand to a new audience. By creating custom share-able images, coloring classic strips, and promoting new Peanuts products, Peanuts Worldwide is successfully using Facebook to increase brand awareness and to inform ...
-
Mormon.org
Produced by: Mormon.org
2012 was called the “Mormon Moment” because of high-profile Mormons and Mormon themes appearing in politics, sports, pop culture, and, yes, even religion. Being at the forefront of public consciousness drew great interest to the beliefs and members of the Mormon Church. Rather than allow others to define us, we set out with this campaign to ensure that public messaging ...
-
TED Conferences LLC
Produced by: TED
TED is a nonprofit devoted to Ideas Worth Spreading. It began in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, Design. Over the years TED has grown in scope and reach – offering two annual conferences, an award-winning TED Talks video site, the Open Translation Project and TED Conversations, the inspiring TED Fellows and TEDx ...
-
Jeep Facebook Presence
Produced by: Jeep
We’ve always known Jeep fans to be passionate about their vehicles, but we’ve been able to see this passion in action throughout 2012 on the Jeep Facebook page. We understand that connecting with and engaging the audience on a day-to-day basis is equally as important as the larger promotions. These day-to-day activities that fans come to expect, like Muddy Mondays ...
-
Jersey Mike's Subs
Produced by: Jersey Mike's Subs
Jersey Mike's Subs promotes online without coupons, giveaways or freebies. They don't speak to their customers, they talk with their community. This year at GLOW, we worked with Jersey Mike's to take the page from less than 1,000 people "talking about this" with very little strategy, to an increase of nearly 1,000%, a lasting strategy, and an increase in their ...
